The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The Competition and Markets Authority said it opened an investigation into the three fashion brands “to scrutinise their ‘green’ claims,” saying it’s concerned that clothes, footwear and accessories are being marketed as eco-friendly with language that seems too vague and misleading.
The CMA has been investigating claims across the British fashion sector including around recycled materials and ranges of clothing being branded as sustainable. The fashion sector was targeted first because the CMA found it to be the biggest cause for concern after initial research. Other sectors including travel and consumer goods will be investigated, with the possibility of more action to come.
The CMA said it “has not reached a view as to whether there have been any breaches of consumer protection law,” in its fashion probe.
“Asos will co-operate with the investigation and is committed to playing its part in making fashion more sustainable, including providing clear and accurate information about its products,” the online retailer said in a statement.
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Boohoo said it will to work “collaboratively” with the watchdog.
By Stephanie Bodoni
Learn more:
Green or Greenwashing: Who Gets to Decide?
European efforts to introduce standardised rules governing how brands back up environmental claims are fuelling a heated debate that stands to create winners and losers.
The industry needs to ditch its reliance on fossil-fuel-based materials like polyester in order to meet climate targets, according to a new report from Textile Exchange.
Cotton linked to environmental and human rights abuses in Brazil is leaking into the supply chains of major fashion brands, a new investigation has found, prompting Zara-owner Inditex to send a scathing rebuke to the industry’s biggest sustainable cotton certifier.
Over the last few years, the run-up to Earth Day has become a marketing frenzy. But a crackdown on greenwashing may be changing the way brands approach their communications strategies.
This week, Sephora announced plans to double down on ‘green’ and ‘clean’ product labels, leaning into an increasingly risky marketing tactic even as a greenwashing crackdown has prompted other brands to pull back.