It’s like COVID-19 struck the world yesterday, and despite having passed almost five years, brands are still trying to recover from the detrimental impact, or may I say, are beginning to feel the pandemic impact now more than ever. With government relief dissipating and consumer sentiment weakening, fashion houses are now more vulnerable to any changes due to the reduction in cash flow. Consequently, we are seeing more utilitarian designs taking over catwalks and shops, which, by the way, are closing faster than before. Creative directors are swapping places, retiring, or being fired from prominent brands as they grapple with rapid cash flow declines. So in today’s article, we wanted to talk about everything that has happened in fashion in the past year or so, which will end up in the fashion history books one day. Many of the big fashion houses are facing a new dilemma, which never used to be a thing until the internet, and more recently, social media, came up on the horizon. The impact of social media and the democratization of fashion meant that many new emerging fashion designers suddenly gained access to larger audiences and markets. So now, bigger designers see more competition in quality, creativity, and design, and they just have to work a lot harder to remain where they are without seeing much growth.
Nike’s Sustainability Controversy: A Step Backward?
In December last year, Nike made the controversial decision to fire their sustainability staff, citing struggles to remain profitable. This move was met with backlash, especially after Nike's Sustainability Chief Officer suggested that sustainability was now part of everyone’s job title, negating the need for a dedicated team. Critics argue this reeks of greenwashing, especially considering Nike’s previous ambitious goals to halve their carbon footprint through recycling, upcycling, and using more sustainable materials. The question remains: Is a less sustainable Nike better than no Nike at all?
Burberry's Cashmere Conundrum
Burberry recently found itself embroiled in a cashmere scandal, brought to light by PETA activists. During a dramatic meeting disruption, PETA demanded answers about the origins of Burberry’s cashmere. Investigations revealed that between 2022 and 2024, only 55% of the cashmere was traceable and ethically sourced. The remaining, allegedly linked to factories in China and Mongolia, raised serious ethical concerns about animal cruelty and sustainability. This revelation has tarnished Burberry’s reputation and calls for greater transparency in the luxury fashion industry.
Quiet Luxury’s Loud Problems
The trend of quiet luxury turned into a complete farce shortly after it gained traction on social media. Brands like Loro Piana and Berluti faced serious allegations: Loro Piana was accused of failing to pay workers in Peru and exploiting their “Fabric of Gods,” while Berluti was criticized for lack of transparency and animal cruelty issues related to their use of kangaroo leather. These revelations have highlighted the often murky practices behind the serene façade of quiet luxury, pushing consumers to demand more ethical standards.
