BEYOND THE BUZZWORDS

THE MIRAGE OF SUSTAINABLE FASHION

- By Amit Chopra, Lavi Pal Singh, Vikas Bagga

This month's “PERSPECTIVE” ventures beyond Sustainability in fashion that has moved beyond the post-hype haze, as COP30's limited progress reminds us. The Gartner curve has bent from promise to reality. Sustainability is not a trend or tagline. Brands cherry-pick wins while sidestepping tough questions. Both consumers and insiders demand truth. “If you make a sustainable shoe but no one buys it - that’s not sustainable.” Beyond the buzzwords, we strip the mirage.

LET'S WALK, THE TALK.

Is Sustainability in Fashion Still Relevant?

Sustainability once promised fashion's boldest future. Recycled sneakers, “vegan” leathers, and web banners trumpeted responsibility with buzzwords like “recycled,” “net-zero,” and “circularity.” Brands embraced the UN's Sustainable Development Goals (SDGs), aiming for better outcomes.

But reality paints a different picture: production climbs, waste mounts, labour is undervalued, fake claims abound, and fair practices lag behind glossy reports. “Sustainable” has become marketing dressing. As the shine fades, targets stall and quietly vanish. Has the word lost meaning, or does the movement still matter?

The debate is no longer if sustainability is trending, but what it truly signifies for fashion's future.

Material Innovation: Hype vs. Reality

Excitement around new materials from mushrooms, cacti, pineapples, grapes, apples, bananas, once promised to redefine footwear and accessories. Headlines promised revolution; billions poured in. Yet many projects remain stuck in the lab or at pilot stage, with only small runs despite big alliances and funding.