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Revenge Shopping vs Sustainability: Fashion Can’t Have Both

This week, the dissonance between Earth Day marketing and a Roaring 2020s-style resurgence in consumption made clear that fashion’s sustainability pledges and its growth ambitions are on a collision course.
Customers queue outside a Primark store following its reopening on Oxford Street in central London. Getty Images.
Customers queue outside a Primark store following its reopening on Oxford Street in central London. Getty Images.
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BoF PROFESSIONAL

Climate-positive sweatsuits, circular sneakers and organic capsules. Fashion’s sustainability marketing became a frenzy with Earth Day this week. But this messaging jostled for attention alongside equally breathless predictions of a roaring resurgence in post-pandemic consumption.

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About the author
Sarah Kent
Sarah Kent

Sarah Kent is Chief Sustainability Correspondent at The Business of Fashion. She is based in London and drives BoF's coverage of critical environmental and labour issues.

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