"However, sometimes buzzwords can dilute meaning, and in fashion, that can have a sinister impact. Greenwashing is a deceptive marketing tactic in which brands or influencers promote marginal improvements in environmental impact and use them to indicate a larger shift. Like when a fast-fashion brand uses recycled polyester and calls it a sustainable move, while still overproducing large quantities of clothing that use significant amounts of water and contribute to the waste cycle."
"And now, on social media, it happens constantly, and it can be impossible to avoid. "I think like all of social media, it's brought out the best and worst of everything," Jazmine Brown, a fashion content creator and founder of Sustainable Baddie, tells Teen Vogue. In October, SHEIN, a fast fashion brand known for overproducing large quantities of clothing made from fossil fuel-based materials, started a TikTok post with an earth and recycling emoji."
Greenwashing describes when brands or influencers highlight marginal environmental improvements to imply a larger sustainability shift. Small changes like using recycled polyester can be presented as sustainable while companies continue overproducing clothing that consumes large amounts of water and creates waste. The problem lies in marketing that lacks substantive climate and labor actions able to drive real change. Social media amplifies greenwashing by spreading selective claims rapidly and making misleading messages hard to escape. Certifications or isolated facility improvements can be cherry-picked to create a false image of overall sustainability, obscuring scale and supply-chain realities.
Read at Teen Vogue
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