Consumers’ changing priorities are forcing luxury brands to take stock of their impact, and display sustainable credentials. The Butterfly Mark is awarded by Positive Luxury to brands that meet sustainable and ethical criteria.

Retailers’ sustainability initiatives show that shoppers don’t just want cheap, fast fashion – ethical and eco-savvy values are important too. But are visibly mended sweaters and ‘sneaker cleaning’ services just an updated version of the ‘It bag’, or are people ready to adopt low-impact lifestyles?

Many young people are eager to adopt sustainable habits, but it’s easier said than done, especially when it comes to fashion. An app is hoping to close that intention-action gap by rewarding people for rewearing pieces of clothing, bringing an element of gamification to sustainable wardrobes.

Farfetch has launched an online tool that educates shoppers on the eco-impact of their purchases and shows them how to be more accountable in their purchasing decisions. As buyers demand better, brands are heightening their transparency to help shoppers make informed decisions on their purchases.