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?

With fashion in flux, people are looking for alternative leaders to initiate meaningful change. Bethany Williams’ approach, which goes beyond sustainable fabrics to encompass social enterprise, is a lesson for all sectors in how to create a truly human brand for the pandemic age.

The small luxury brand has been praised for its exquisite knitwear and sustainability-focused approach. As people demand more transparency from their favorite luxury brands, Gabriela Hearst’s approach shows how businesses can better integrate ethical creation into their products.

As people realise the eco and socio-economic cost of the fashion industry, both brands and shoppers are reevaluating their role in it. To keep things green and community-focused, designer Thebe Magugu prioritises local production and local talent – from textile mills to printmakers to pleaters.