Title: Green or green washing? A review paper on the current state of sustainability of fashion brands

Authors: Ahmed Ashraf Zaidi; Archana Gandhi

Addresses: Amity School of Fashion Technology, Amity University, Noida, 201301 UP, India ' Department of Fashion Technology, National Institute of Fashion Technology, New Delhi, India

Abstract: With the conclusion of the Conference of Parties (COP)-26 in Glasgow, the world has realised that sustainability must become the new normal. Taking a leaf out of COP 26, we now limit our focus to fast-fashion and designer brands and what the fashion industry is doing to make itself sustainable. The research method adopted for this study is bibliometric research and critical analysis of the articles' content. The research focused on fast fashion and designer brands' corporate social responsibility disclosures on their respective websites, along with grey literature, to comprehend the steps taken by brands towards environmental sustainability. In this regard, 42 articles were identified and analysed. This paper highlights the practice of fashion organisations greenwashing in the pursuit of sustainability. The paper also highlights the potential negative impacts on society, organisations, and consumer markets, which can be beneficial for scholars and professionals alike.

Keywords: green marketing; greenwashing; fast fashion; designer labels; textile industry; sustainable fashion.

DOI: 10.1504/IJSSOC.2025.150884

International Journal of Sustainable Society, 2025 Vol.17 No.4, pp.334 - 354

Received: 18 May 2022
Accepted: 24 Sep 2023
Published online: 05 Jan 2026 *

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