The Evolution of Fashion: Examining the Environmental Challenges and Sustainability Efforts in the Industry

Over the years, the clothing sector has gradually evolved, transitioning from an initial artisanal production to a more industrialized approach. Recently, the industry has become more accessible and affordable, thanks to the digital revolution and the emergence of the Fast fashion phenomenon. Along with these changes, consumer purchasing habits have also shifted: in fact, nowadays, clients are more inclined to frequently renew their wardrobe. Although this transformation is primarily believed to enhance customer utility, it requires a deeper analysis about its environmental impact. In this regard, the following sections explore the history of clothes, some key negative environmental externalities generated by the fashion system, and the main actions promoted for sustainability throughout the supply chain (with a focus on innovations in raw materials, proper management of the production process, and product traceability). Moreover, the thesis examines the role of corporate communication in promoting sustainability, briefly outlining how the digital transformation has influenced both the ways fashion brands are promoted and the content itself. The final chapter presents a case study analysis about three internationally renowned fashion companies, selected from the 2024 Sustainability Leaders. Specifically, this last section explores how they have addressed the challenge of the ecological transition.