Hi Anne-Sophie, I agree with your response and I get where you’re coming from. However, the majority of the market is still unsustainable. Take the top hottest brands of 2018 for instance: Gucci, Balenciaga, Nike (according to the Business of Fashion). As much as smaller brands and more niche labels like Stella McCartney are going green and changing their business models to adopt a more sustainable approach, the biggest players in the market will ultimately be the ones shaping the fate of the fashion industry.

I’m just heartened that more and more independent labels and boutiques are starting to recognise the importance of sustainability in their business operations, and I hope this trend will influence the models of the larger conglomerates too. Thank you so much for your comment!