Talking About Sustainable Fashion Without Greenwashing: A Guide for Creators

Sustainability is one of the most discussed topics in fashion content, and one of the easiest to get wrong. Creators who want to do the right thing often end up repeating brands' marketing language: "eco-friendly", "conscious", "green", "sustainable". Regulators in several countries have been tightening rules on environmental claims, and audiences have grown more sceptical.

This guide is about covering sustainability with honesty and nuance, in a way that actually helps your audience.

What greenwashing is

Greenwashing is when a brand, or someone promoting it, makes environmental claims that are vague, misleading, exaggerated or unsupported. Common forms:

• Vague terms: "eco-friendly", "green", "natural", "conscious" with no explanation.
• Cherry-picking: highlighting one good aspect (recycled packaging) while ignoring the bigger impact (huge volumes of new clothes).
• Unsupported claims: "carbon neutral" or "zero waste" without evidence.
• Irrelevant claims: boasting about something that is legally required anyway.
• Misleading imagery: leaves, earth tones and nature shots that suggest environmental benefit.

In the UK, the Competition and Markets Authority published a Green Claims Code setting out principles for environmental claims, including that they must be truthful, clear, not omit important information, compare fairly and be substantiated. Regulators elsewhere have similar principles. Creators who repeat claims in promotional content may share responsibility for them.

The most sustainable message is often "buy less"

The environmental impact of clothing comes largely from production. Wearing what you already own for longer, buying second-hand, repairing and buying fewer, better-made pieces generally have more impact than switching from one new item to a slightly "greener" new item.

That creates a tension for fashion creators, whose content often revolves around new things. You can resolve it partly through what you choose to make:

• Re-styling: one piece worn many ways.
• Repairs and alterations: how to fix, tailor or upcycle.
• Second-hand finds: thrift, vintage and resale.
• Care guides: washing, storing and maintaining clothes so they last.
• Long-term reviews: how a garment holds up after a year.
• Wardrobe audits: what you actually wear and why.

These formats are often highly engaging and give you plenty to make without constant new purchases.

How to talk about brands honestly

Ask specific questions

Before you describe a brand as sustainable, look for specific, verifiable information:

• Materials: what are they, what percentage, and how are they certified? For example, organic cotton certified to a recognised standard, or recycled polyester with clear percentages.
• Production: where is it made, by whom, and under what conditions? Does the brand publish a supplier list?
• Volume: how much does the brand produce and how often does it release new collections?
• Durability and repair: does the brand offer repairs, spare parts or guarantees?
• End of life: take-back schemes, and what actually happens to returned items.
• Evidence: third-party certifications, audits and published reports.

If a brand cannot answer basic questions, that is information too.

Use precise language

Instead of "this is a sustainable brand", say what you know:

• "This jacket is made from 100% recycled polyester, according to the brand."
• "The brand publishes its list of factories and says it pays above local minimum wage; I couldn't independently verify the wage claim."
• "They offer free repairs for the first two years."

Precise language is more credible and more useful.

Acknowledge trade-offs

Every choice has trade-offs. Recycled synthetics avoid virgin plastic but can still shed microfibres. Natural fibres can require a lot of water or land. Locally made can still be fast fashion. Saying so builds trust.

Avoid absolute claims

There is almost no such thing as a "zero-impact" garment. Avoid repeating "100% sustainable", "eco", "climate positive" and similar unless the brand provides solid evidence, and even then, attribute the claim.

Sponsored sustainability content

If a brand pays you to promote its sustainability credentials:

• Disclose the partnership clearly, as with any ad.
• Ask for evidence for any environmental claim you are asked to make.
• Refuse claims you cannot support.
• Keep editorial control over your honest opinion.

Being associated with misleading green claims damages a creator's credibility, and in some countries can attract regulatory attention.

Avoiding shame and gatekeeping

Sustainability content can tip into shaming people for their choices. Many people buy fast fashion because of budget, size availability or access. Content that helps people make better choices within their constraints, such as wearing what they have, finding second-hand pieces in their size or caring for clothes so they last, is more useful and more inclusive than content that implies only expensive "ethical" brands are acceptable.

Content ideas

• "Five ways to wear one blazer, from office to weekend"
• "What I actually wore from my wardrobe this year (and what I'll donate)"
• "How to read a clothing label: what fibre percentages really tell you"
• "Repairing a ripped seam in ten minutes"
• "A year-later review of the boots everyone bought"
• "How to find vintage in your size"
• "Washing guide: how to make knitwear last for decades"

A checklist before publishing

• Have I used specific facts instead of vague green adjectives?
• Have I attributed claims to the brand where I could not verify them?
• Have I acknowledged trade-offs?
• Is any partnership clearly disclosed?
• Does the content encourage wearing longer, buying less or buying better, rather than simply buying more?

Honest sustainability content will never be as simple as "buy this, save the planet". It is more interesting than that, and audiences increasingly know the difference.

Regulation worth knowing

Regulators increasingly scrutinise green claims. In the UK, the Competition and Markets Authority published its Green Claims Code in 2021, and it has investigated fashion retailers' environmental claims. In the EU, a 2024 directive on empowering consumers for the green transition restricts generic environmental claims, such as "eco-friendly", that cannot be substantiated. Creators promoting brands should avoid repeating vague claims and ask brands for evidence.

Frequently asked questions

Can I call a brand "sustainable"? Prefer specific, verifiable statements, such as "this jacket is made from 100 per cent recycled polyester, according to the brand", over broad labels.