The fashion industry is at a critical turning point, with 2024 bringing a renewed focus on sustainability and inclusivity. While the broader category of apparel often contributes to environmental degradation— accounting for approximately 10 per cent of global carbon emissions1—the world of fashion, defined by limited-production luxury items and designer pieces, is increasingly committed to making meaningful changes.
Fast fashion, characterised by its mass production and rapid turnover of trends, continues to pose significant environmental challenges. For example, producing a single cotton T-shirt consumes around 2,700 litres of water2, illustrating the unsustainable practices associated with mass-market apparel. Additionally, the tragic Rana Plaza collapse in 2013, which claimed the lives of over 1,100 garment workers, serves as a haunting reminder of the human cost tied to the apparel industry.
A Shift in Focus: Fashion in 2024
The fashion sector is changing, with designers and brands embracing sustainable practices that prioritise both the environment and social equity. Whether through shifting consumer demand, brand priorities, the need for transparency and the importance of implemented policies, fashion brands are having to adapt and keep up with the necessities of a sustainable world. The fast-fashion model which has fuelled the 21st century must be replaced with a model that is not driven purely by profit, and is held accountable for its wider impacts.
Consumer Demand
In 2024, consumer demand for sustainable fashion is changing. Today’s shoppers are no longer just attracted to the latest trends; they are becoming more aware of the environmental and ethical ramifications of their clothing choices. The Mintel UK Fashion & Sustainability Market Report reveals that 57 per cent of Britons now prioritise sustainability in their fashion purchases, reflecting a broader cultural movement towards conscientious consumerism3.
As this awareness grows, consumers are increasingly inquiring about the origins of their garments, the materials used, and the overall impact of the fashion industry on both people and the planet. Consequently, fashion brands that neglect to adopt sustainable practices find themselves under mounting pressure to meet these evolving consumer expectations. In this rapidly changing environment, sustainability has transcended mere buzzword status; it has become an essential foundation for the future of the fashion industry.
Circularity
Circular fashion has further gained momentum in 2024, with 45 per cent of major brands now reporting that they are actively developing circular solutions for textile-to-textile recycling, up from 38 per cent in 20234. This shift marks a decisive move away from the traditional linear model of ‘take-make-dispose’, towards a more sustainable and regenerative approach that focuses on keeping products and materials in use for as long as possible, thereby reducing waste and resource consumption.
Rent & Resale
In 2024, the rental market for apparel continues to thrive, offering consumers access to high-quality fashion items without the commitment of ownership. From 2024 to 2032, the global online clothing rental market is anticipated to grow at a compound annual growth rate (CAGR) of 8.8 per cent, increasing from an estimated $1.35 billion in 2023 to around $2.89 billion by 20325. This growth is driven by increased consumer awareness of sustainability, encouraging individuals to participate in the circular economy while minimising their fashion consumption.
Moreover, fashion resale platforms have flourished, providing opportunities for consumers to buy and sell pre-owned clothing and accessories. Earlier this year, ThredUp launched its ‘Rescue Box’ programme, allowing consumers to send in their gently used clothing in exchange for a curated box of pre-owned fashion items tailored to their preferences. This initiative not only encourages recycling but allows for a sense of community among its users.
Transparency
In 2024, the demand for transparency and ethical practices within the fashion industry has intensified, driven by a growing consumer awareness of the social and environmental impacts of their purchases. Today’s consumers are more informed than ever, seeking brands that not only deliver quality products but also uphold ethical standards throughout their supply chains. This shift has prompted many companies to adopt greater transparency, allowing consumers to trace the origins of their garments and understand the processes behind their production.
Recent surveys indicate that 73 per cent of millennials are willing to spend more on products if they come from sustainable brands6. This rising expectation has compelled brands to disclose information about their sourcing, manufacturing processes, and labour practices. Many companies are embracing this change by implementing comprehensive reporting frameworks that detail their sustainability efforts, labour conditions, and environmental impact.
Building consumer trust has never been more crucial. According to the 2024 Edelman Trust Barometer, there is considerable concern about the authenticity of sustainability claims made by brands. The report indicates that only 56 per cent of the global population trusts businesses in general, with the UK scoring even lower at 39 per cent. This scepticism is particularly pronounced in the fashion sector, where the need for genuine transparency is paramount. To address these concerns, fashion brands must enhance the clarity surrounding their sourcing and production practices.
Policy Changes
This year significant policy changes have emerged that will reshape the fashion industry’s landscape, particularly regarding sustainability and ethical practices. A key development is the implementation of the EU’s Corporate Sustainability Due Diligence Directive (CS3D)7, which entered into force on July 25, 2024. This landmark directive mandates large companies to establish comprehensive due diligence procedures to identify, prevent, and mitigate adverse impacts of their operations on human rights and the environment. This requirement extends to all aspects of their global supply chains, marking a critical step towards greater accountability and transparency in corporate practices.
Embracing Technology
This year, technological advancements are changing the fashion industry, enhancing sustainability, consumer engagement, and overall efficiency. Notable developments include the integration of virtual reality (VR) and augmented reality (AR) into fashion experiences. Brands are increasingly adopting hybrid formats for fashion shows, merging physical presentations with immersive digital experiences.
For instance, Balenciaga launched an innovative app for the Apple Vision Pro, allowing users to experience its Spring/Summer 2025 runway show in virtual reality. This app enables navigation through eye movements, hand gestures, and voice commands, providing an interactive lookbook and access to past collections.
The emergence of 3D printing technology is reshaping garment manufacturing. In May 2024, Mariana Pavani debuted the first-ever 3D-printed wedding dress, designed by Iris Van Herpen, showcasing the potential of high-tech design in creating unique, customisable pieces. This remarkable gown was crafted using a 3D body scan and involved over 600 hours of design work, highlighting the capabilities of modern technology to push the boundaries of traditional fashion production.
Simplifyber, a North Carolina-based start-up, is also making waves in the realm of 3D moulding technology. In collaboration with brands like GANNI, it has developed a cellulose-based liquid from renewable sources that can be moulded into garments. The SIMPLIFYBER x GANNI ‘Moon Shoe’, which debuted at Paris Fashion Week Spring 2025, exemplifies the transformative potential of this approach in creating sustainable footwear, reducing waste, and rethinking material use in fashion.
Additionally, the digital realm has seen significant strides with fashion brands embracing virtual platforms. Lacoste partnered with DRESSX to launch a digital fashion store on Snapchat, allowing Bitmoji users to dress their avatars in iconic styles from the Fall/Winter 2024 collection.
New Materials
Innovative materials are increasingly on the rise in the fashion industry as brands seek sustainable alternatives that align with consumer values. One notable company is PACT, which is dedicated to developing pioneering biomaterials inspired by nature. Earlier this year, the company received a £9 million seed funding8 to advance its production capabilities and expand the reach of its materials. Among its innovations is Oval, the world’s first scalable and climate-responsible biomaterial made from natural collagen. This groundbreaking material is already making waves across the fashion industry, with a host of leading luxury brands partnering with PACT to explore its creative potential, showcasing a significant shift towards sustainability and innovation in fashion materials.
Fashion Weeks
Fashion weeks in 2024 have emerged as pivotal platforms for showcasing inclusivity, diversity, and innovative collaborations, reflecting the changing dynamics of the industry.
New York Fashion Week (NYFW) in September 2024 placed a strong emphasis on representation, highlighting the power of fashion to reflect a wide array of identities. Designers prioritised inclusivity, showcasing a beautiful spectrum of body types, abilities, and backgrounds. Christian Siriano, known for his commitment to accessibility, celebrated women of all shapes and sizes with a collection characterised by bold colours and dramatic designs, emphasising that style is for everyone, regardless of size. Similarly, Prabal Gurung infused his collection with influences from his Nepalese heritage, featuring models from diverse ethnicities, gender identities, and ages, reminding attendees of fashion’s potential to challenge stereotypes9.
Paris Fashion Week (PFW) similarly highlighted sustainability as a key focus, with designers presenting eco-friendly practices alongside diverse cultural influences. Stella McCartney showcased her Spring/Summer 2025 collection in September 2024, incorporating sustainable materials such as organic cotton, vegan leather, and regenerated nylon, reinforcing the notion that luxury can co-exist with environmental responsibility. Chemena Kamali made her directorial debut with Chloe, enhancing the brand’s pre-existing commitment to femininity and sustainability through elegant designs made from eco-conscious materials10.
Supply Chain
It is no secret that the fashion industry’s supply chain is incredibly complex, and achieving sustainability will require widespread changes on a global scale. As a result, brands are increasingly evaluating their supply chains to enhance sustainability within their sourcing and operational practices. One key approach is the investment in eco-friendly logistics solutions, such as battery-operated container ships, to reduce carbon emissions from transportation. For instance, COSCO Shipping has launched the Greenwater 01, a fully electric container ship with a battery capacity exceeding 50,000 kWh, designed to operate along the Yangtze River with minimal recharging requirements11.
Ongoing geopolitical tensions in the Red Sea have further emphasised the need for resilient and sustainable supply chains. Disruptions in this region have led to significant delays and rising costs for fashion brands. In response, many companies are diversifying their logistics strategies by exploring alternative shipping routes and investing in more localised production to mitigate the risks posed by such geopolitical uncertainties.
Sourcing
In addition to improving logistics, fashion brands are re-evaluating their sourcing practices. Inditex, the parent company of Zara, has committed €50 million to fund textile innovation projects focused on reducing environmental impact12. This initiative supports the development of new materials and technologies that align with sustainable practices, marking a significant step towards making the fashion supply chain more sustainable in the long term.
Conclusion
In this rapidly changing environment, 2024 has proven that fashion is not merely about clothing; it is a powerful vehicle for social and environmental impact. The path ahead is filled with both challenges and opportunities, but with a collective commitment to sustainability and inclusivity, the fashion industry can pave the way for a future that respects people and the planet alike. The journey has begun, and the momentum is building—now is the time for the fashion world to embrace this change wholeheartedly.
