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  The fashion industry is known for its ability to implement trends that have the power to shape society and affect the buying habits of consumers at large. But what is, at times, forgotten is the impact everyday consumers have on the industry. The truth is that the industry is largely dictated by consumer demand, and right now the demand for sustainable practices appears to be high. In a survey conducted by McKinsey during the beginning of the Covid-19 pandemic, “67 percent [of respondents] consider the use of sustainable materials to be an important purchasing factor, and 63 percent consider a brand's promotion of sustainability in the same way.” Thus, consumers could push the fashion industry to reckon with its impact on our environment.
  Before we look into how the industry is embracing sustainability, we first have to understand what exactly sustainability means in the fashion industry. In this context, sustainability refers to creating and consuming clothes in a “sustained” way that protects the environment and those producing the clothes. Additionally, true sustainability should ensure that the creation process is environmentally and socially sound, from materials to manufacturing all the way to workers' conditions and fair pay. Needless to say, this is a big change for an industry that for years has struggled with wasteful operations and negative environmental consequences. [...]
  During the past few years, the fashion industry has become more conscious of its issues and has started to address the problem. In fact, fashion accounted for $618 million in MIV when it comes to sustainability during the first semester of 2022, according to Launchmetrics' sustainability report. (MIV is a monetary representation my company uses for brand performance.) The fashion industry accounted for one-third of the overall sustainability conversations. To me, this indicates how open it is to change.