Fashion's environmental impact and the role of sustainable practices and marketing: an overview

Fashion is one of the largest global industries, with a significant cultural impact, allowing individuals to convey their emotions and personality traits. However, due to consumerism, inefficient production methods, and unsustainable materials, fashion has become one of the most polluting sectors, harming both the environment and society. The rapid increase in these negative effects has created an urgent need for more sustainable practices in the production and post-production of garments. Companies must now adopt sustainable business models that transform how clothes are designed, produced, sold and consumed. Sustainability is no longer optional; it is a necessity. Consumers, alongside companies, must also shift their behaviors toward responsible consumption. Currently, consumer education is the biggest challenge, as they must be encouraged to make wiser, eco-friendly choices. This can be achieved through targeted marketing strategies that emphasize green practices, positioning sustainability as the new norm in fashion. Ultimately, this paper aims to explore how transforming the fashion industry’s current model can allow individuals to enjoy fashion’s beauty without compromising the natural environment.