Sustainable Fashion Design and Consumer Loyalty: Redefining Industry Standards Toward Environmental Responsibility and Innovation

ABSTRACT The research aims to determine how sustainable practices in fashion design and industry processes contribute to the industry standard. The study utilized a mixed‐method design with 248 fashion designers through a survey and 197 industry professionals through interviews, and the sample was selected by purposive sampling. The gathered quantitative data were analyzed using SPSS software, and qualitative data were analyzed using NVivo software. The results show that the fashion design's sustainable practices execution crucially decreases the carbon footprint of the industry. According to fashion designers and industry professionals, fashion brands that adopt sustainable practices experience increased consumer loyalty and brand trust. This research offers a novel contribution by providing how incorporating environmentally friendly materials and methods into fashion design improves consumer confidence while conserving resources, ultimately industry ethics. Also, the investigation recommends that the industry should make investments in environmentally friendly materials and improve recycling technologies.