Caroline Leaper Denmark Instagram social Caroline Leaper Denmark

How ‘sustainability’ became a dirty word in fashion

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telegraph.co.uk

in an interview with the Telegraph last year: “I barely know what the word sustainability means anymore,” she told my colleague Caroline Leaper.Neither do I, to be honest.

There is no formal definition for the word, and yet countless fashion brands attach it to their products - whether they are produced in a planet-friendly way or not.In fact, it has become so synonymous with ‘greenwashing’ (marketing waffle that suggests environmentally conscious intentions but doesn’t actually deliver anything concrete), truly ‘sustainable’ brands are doing away with the word altogether, in favour of language that speaks more accurately to their actions.Take Danish brand Ganni, loved by the street style set for its covetable dresses and knitwear.

Read more on telegraph.co.uk
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