Pandemic-driven promises

At the onset of the COVID-19 pandemic, the fashion industry faced an unprecedented crisis. Supply chains were disrupted, retail stores shuttered, and consumer demand plummeted. In response, many brands and designers pledged to rethink their approach, vowing to slow down production, reduce waste, and prioritise sustainability.

Industry leaders spoke openly about the need for change. Luxury fashion houses, independent designers, and fast fashion retailers alike acknowledged that the traditional model—characterised by relentless production cycles and excessive inventory—was no longer sustainable. Some brands committed to reducing the number of collections they released each year, while others promised to use more eco-friendly materials and ethical production methods.

“This is a moment for reflection,” said one prominent designer in mid-2020. “We have an opportunity to reset the industry and create a more responsible future.”

Retailers also embraced the idea of a slower, more thoughtful approach. With physical stores closed and online shopping surging, many companies experimented with made-to-order models and limited production runs to minimise waste. Some even pledged to move away from discount-driven sales strategies, arguing that constant markdowns encouraged overproduction and devalued clothing.

Consumers, too, appeared ready for change. Lockdowns and economic uncertainty led many shoppers to reconsider their buying habits, with a growing interest in quality over quantity. Reports showed an increase in demand for second-hand fashion, rental services, and sustainable brands, suggesting that the industry’s shift towards a more responsible model had real potential.

However, as restrictions eased and the world adjusted to a new normal, the question remained: would these promises lead to lasting transformation, or were they simply a temporary response to an extraordinary crisis?

A return to fast fashion

Despite the hopeful rhetoric of 2020, the fashion industry has largely reverted to its pre-pandemic habits. Fast fashion brands, in particular, have resumed their aggressive production schedules, churning out new collections at an unsustainable pace. The initial push for fewer, more considered releases has given way to the familiar cycle of rapid turnover, with some companies now producing even more styles than before.

One of the key drivers behind this return to fast fashion is consumer demand. While there was a temporary shift towards mindful consumption during lockdowns, the lure of cheap, trend-driven clothing has proven difficult to resist. Social media platforms, especially TikTok and Instagram, continue to fuel micro-trends that encourage frequent wardrobe updates. As a result, brands have ramped up production to keep up with the ever-changing tastes of online shoppers.

Retailers have also revived their reliance on discounting and overproduction. Many companies that had pledged to reduce waste have once again embraced mass manufacturing, leading to excess inventory and the return of deep markdowns. The pressure to maintain profitability in a competitive market has made it difficult for brands to stick to their sustainability commitments.

Additionally, supply chain issues that initially forced brands to rethink their production models have largely stabilised. With factories back in full operation, many companies have resumed their pre-pandemic sourcing strategies, often prioritising cost efficiency over ethical and environmental considerations. Reports of exploitative labour conditions in garment factories have resurfaced, highlighting the ongoing challenges of creating a truly responsible fashion industry.

While some brands have continued to invest in sustainable practices, they remain the exception rather than the norm. The broader industry’s return to fast fashion suggests that, for many companies, the promises made during the pandemic were more about optics than genuine long-term change.

The future of sustainable change

For the fashion industry to achieve meaningful and lasting sustainability, systemic change is required. While some brands have made progress in adopting eco-friendly materials and ethical production methods, these efforts must be scaled up across the entire sector. Governments and regulatory bodies have a role to play in enforcing stricter environmental and labour standards, ensuring that sustainability is not just a marketing tool but a fundamental industry requirement.

One potential solution lies in circular fashion, which prioritises recycling, upcycling, and extending the lifespan of garments. Brands that embrace circularity can reduce waste by designing clothes that are easier to repair, reuse, or recycle. Some companies have already introduced take-back programs, allowing customers to return old clothing for resale or repurposing. However, for circular fashion to become mainstream, both businesses and consumers must shift their mindset away from disposable fashion and towards long-term value.

Technology also offers promising avenues for sustainable change. Innovations such as digital fashion, biodegradable textiles, and AI-driven supply chain management can help reduce waste and improve efficiency. Digital fashion, for example, allows consumers to experiment with virtual clothing before making a purchase, potentially reducing impulse buys and returns. Meanwhile, advancements in fabric technology are making it possible to create garments from materials that have a lower environmental impact.

Consumer behaviour remains a crucial factor in shaping the future of sustainable fashion. While there is growing awareness of ethical and environmental issues, affordability and convenience still drive many purchasing decisions. To encourage more responsible consumption, brands must make sustainable options more accessible and transparent. Clearer labelling, better education on garment care, and incentives for responsible shopping could help shift consumer habits in a more sustainable direction.

Collaboration across the industry will also be essential. Fashion brands, retailers, policymakers, and consumers must work together to create a system that prioritises sustainability without compromising on creativity or accessibility. Industry-wide commitments to reducing carbon emissions, improving working conditions, and minimising waste could help set new standards for responsible fashion.

While the return to fast fashion suggests that the industry has struggled to maintain its pandemic-era commitments, the push for sustainability is far from over. The challenge now is to turn short-term pledges into long-term action, ensuring that fashion’s future is not only stylish but also sustainable.

Promises of a sustainable future

At the height of the pandemic, the fashion industry faced a reckoning. With supply chains disrupted and consumer habits shifting, many brands pledged to embrace a more sustainable future. Designers, retailers, and manufacturers spoke of slowing down production cycles, reducing waste, and prioritising ethical sourcing. The moment felt like a turning point—an opportunity to reset an industry notorious for its environmental impact.

Luxury houses and high-street labels alike made bold commitments. Some promised to cut back on seasonal collections, while others vowed to use more recycled materials and invest in circular fashion models. There was a surge in conversations around responsible production, with brands highlighting transparency and ethical labour practices. Consumers, too, seemed ready for change, demanding greater accountability from the labels they supported.

In Australia, where fashion consumption is among the highest per capita in the world, the shift felt particularly urgent. Local designers explored slower production models, and independent brands championed made-to-order and small-batch collections. The industry buzzed with optimism—perhaps this was the moment fashion would finally break free from its relentless cycle of overproduction and waste.

Yet, as restrictions eased and demand surged, the question remained: would these promises hold, or would the industry slip back into old habits?

A return to fast fashion habits

As the world reopened, the fashion industry’s initial commitment to sustainability began to wane. The demand for newness returned with force, and brands—both luxury and high street—quickly fell back into their pre-pandemic rhythms. Fast fashion giants ramped up production, flooding the market with trend-driven collections at breakneck speed. The promise of fewer, more considered drops gave way to the familiar churn of micro-trends and rapid inventory turnover.

In Australia, where consumers have a deep appetite for fashion, the shift was particularly evident. Retailers that had once championed slow fashion found themselves under pressure to meet growing demand. The rise of ultra-fast fashion brands, offering new styles weekly or even daily, only intensified the competition. While some labels maintained their sustainability pledges, many quietly abandoned them in favour of profitability and consumer engagement.

The return to fast fashion habits wasn’t just about production—it was also about marketing. The industry leaned heavily into influencer culture and social media-fuelled consumption, encouraging shoppers to refresh their wardrobes constantly. The resale and rental markets, which had gained traction during the pandemic, struggled to compete with the allure of cheap, readily available new garments.

Despite the setbacks, there are still voices pushing for change. Independent designers and conscious consumers continue to advocate for responsible fashion, but the challenge remains: can the industry resist the pull of its old ways, or will sustainability once again take a backseat to speed and profit?