Fast fashion through the lens of sustainable development goals: Addressing the overarching problem of green washing and unethical marketing practices

In the era of overconsumption, the fashion industry being the 2nd biggest polluter out of all the business sectors The launch of fast fashion exacerbated by the brand’s social media presence and social media influencers flaunting new trends in fashion has had a coupled effect on the market. The paper addresses SDG in relation to the Fast fashion Industry. Just like another fashion trend, We come to know that the idea of sustainability has also become a trend with the new ‘greenwashing’ practices. Brands tend to keep their social image by marketing themselves as they use ethically and environmentally sustainable practices included in their production process of garments. The paper explores how social media advertising by the fast fashion brands promotes overconsumption. The paper analyses Green-washing and policies around the globe to curb the problem of false solution – Green washing. The paper explores the legal policies around the globe on sustainable practices in the Fashion industry and addresses and answers the problem of lack of transparency as an unethical marketing. The paper concludes that apart from green washing, non-disclosure of relevant information is a unethical marketing tactic and suggests for a sector specific legislation, accountability in marketing to attain sustainable development goals.