Gen Zers are often described as the eco-conscious generation, but despite growing pushback against fast fashion brands, ecommerce giant, Asos, has remained resilient over the last year, bringing affordable fashion to a large proportion of young consumers.

In a bid to offset its environmental impact, H&M is introducing a PETA-approved, 100% vegan line of clothing – debuting the collection in a virtual fashion show in Animal Crossing. Critics remain skeptical about the legitimacy of efforts by fast fashion brands to become sustainable.

Global ‘buy now, pay later’ platform Klarna has launched Livestyle, a digital fashion show experience that blends live entertainment and social shopping. As young shoppers seek out new and more sustainable ways to engage with fashion, etailtainment could be the future of e-commerce.

Primark is looking to push fast fashion into a new era of eco-friendly production by setting bold targets on sustainable production. With more and more young people aligning themselves with climate-conscious consumption, many brands are trying to avoid being left behind.