earlier this year spanish fashion retailer zara had a key announcement to make it was going green this implied that all the cotton linen and polyester used by the brand would make way for organic by 2025 as per its parent company inditex this was among the companys host of green goals which also comprised making all of zaras stores ecoefficient by 2019 end this inditex had said would help it to reduce carbon emissions and minimise waste the attention to sustainability by zara is hardly surprising considering how the spotlight has increasingly been on the fashion industry for all the wrong reasons though advt consider the facts the fashion industry is known to the secondbiggest consumer of water and accounts for 810 of global carbon emissions more than all international flights and maritime shipping combined as per a report the average consumer is buying far more than what he bought years back but is keeping that purchase for only half as much time fashion retailers are responding actively to the call for action on healthier fashion with sustainability being the buzzword that is gaining traction across the globe they are going all out in aligning with better environmental practices evidence lies recently enough just last month the fashion extravaganzas of readytowear shows in new york london milan and paris had one common thread flowing sustainability from carbon neutral shows to brands devoted to being green from an algaebased vinyl conversations to brands detailing their achievements on recycled nylon one thing was clear the stage was set for an all new trend to dazzle the fashionista circles much ado over somethingsuch conversations are a deviation from earlier times when sustainable fashion wasnt considered well fashionable enough a look at the past trends suggests how apparel sales have been soaring in the last few years businesses have drastically cut costs which has led to clothing prices take a dip compared to other consumer goods shorter production cycles also mean that new choices come for consumers far more often now and this is where the entire controversy on fast fashion refuses to dissipate to put things in perspective the fashion industry has been in the dock for their fast fashion practices perpetuating in production cycles over the last many years environmentalists have pointed to the grave threat posed by the industrys hazardous processes as being highly counterproductive to better living advt fast fashion is basically the practice of churning out cheap clothing in bulk that takes off ideas from the ramp or popular celeb icons and is sold off in stores at a jetsetting speed the practice has a heavy cost attached to it and understandably has attracted much flak use of cheap textile dyes faster production cycles leading to an increasing risk in labour health issues waste accumulation due to garments being disposed of by consumers frequently all imply a negative impact on the planet brands are increasingly directing their attention to clothing lines