Fashion industry has actually decided to play its part in the saving Planet Earth in the long run. Is it the business strategy or is it the humanitarian heart, no one can tell. However, Eva Kruse, CEO of Global Fashion Agenda sheds light on reality in a recent interview of Guardian: ‘Sustainability or responsible innovation is by far the biggest rend in the industry right now, and it is not a philanthropic quest, this is a business development’.

Recent report realized by Telegraph came up with some interesting facts: more than 66 percent of the consumers show willingness to buy a product more if a sustainable brand is offering it. 79 percent of the consumers want to engage with a brand that makes them feel that they are somehow making a difference in this world.

Moreover, a recent report states that millennials would like to wear clothes that use eco-friendly fabrics. The fashion businesses have realized the potential of this untapped market and are making the most out of it and are for sure, increasing their brand image too.

Business of Fashion (BOF) makes the sustainable fashion a bit easier to explain. According to them, in order to become sustainable the clothing brands are moving away from traditional clothing materials like cotton and wool and shifting towards inventing technologies that aid in converting harmful pollutants to clothes. Trending example is the usage of plastic in creation of shoes, accessories and clothes.

The businesses are shifting towards it because it has a high demand and the cost of creating sustainable clothing is coming down thanks to the progress in technology. H&M and Zara were criticized for their harsh working conditions and material used but even they have decided to join the bandwagon and have initiated their own sustainable fashion lines. Major players like Nike and Adidas are investing heavily upon technology to aid them in manufacturing eco-friendly clothes to sell to a new market.

That’s not it. October, this year, Gucci pledged to go fur free, Stella McCartney’s Paris Fashion Week invitations were all printed on trash bags to brand themselves as brand name that actually believes in making a difference. Perhaps what made the shift of luxury fashion towards sustainability was the detailed issue published by Marie Claire, one of the most popular fashion magazines of the world.

Daveu is a Parisian who rose to heights and came to fashion world via politics is an advocate of promoting sustainable fashion. Daveu overseas a team of more than 50 industry transplants, engineers and renewable energy experts. Together, they all are striving to reduce the impact of what we wear.

While speaking to MBG on a recent NYC visit Daveu says ‘There is a natural link between sustainability and luxury. Higher end products are often those found in nature, the diamonds, silks, and leathers that speak to the lands from which they came. It is not an option; it’s a necessity. To me, climate change is the most important issue of our century’.

The group that she owns has a long term plan. In 2025, the group wants to reduce the greenhouse gas emissions by 50% through turning rubbish into the raw materials for clothes creation. She calls her startup Kering, which is already partnering up with high end brand to help them shift towards sustainability.

Furthermore, they are also targeting fashion houses, schools, and universities by organizing seminars and workshops. They are in a way creating a good word of mouth regarding the importance of sustainability.

But the effort will definitely fail if collaboration between brands and sustainability is weakened. The brands need a unified approach to eradicate this evil. Let fashion save the planet.