Shifting the fashion narrative

Addressing consumption is a central part of reducing climate impact - from the volume of new products purchased to the carbon footprint of how we use these products. We must work together to align all stakeholders across the fashion sector towards the 1.5-degree pathway of the Paris Agreement.

Fashion possesses one of the most powerful marketing engines on earth. Brands, designers, imagemakers and the media have a major influence on the identities, values and actions of billions of people across all segments of society. This in turn impacts consumption patterns, which is a central factor in reducing the climate impact of the sector.

UNEP is examining the role of sustainable fashion communication as a highly visible engine for lifestyle change and consumer education, and a core component of achieving systemic change in the sector. It is in direct consultation with organisations from across the global fashion and textile value chain to do so. The aim is to shift the fashion narrative from one of extraction, exploitation and disposable consumption, towards regeneration, equity and care by increasing consumer awareness, industry accountability and policy breakthroughs. 

The first milestone in this work was a communication commitment added to the upgraded UNFCCC Fashion Industry Charter for Climate Action during COP26. What will follow is a guideline on how to align consumer-facing communication across the global fashion industry to sustainability targets, with examples of best practices for implementation and measurement.

This ties into UNEP's broader work on providing strategic leadership and encouraging sector-wide collaboration to accelerate a just transition towards a sustainable and circular textile value chain

Featured Events

Fashion event
06 Jul 2023 | Online event Fashion’s superpower: storytelling for a sustainable future

Time: 12pm BST / 2pm EAT  Fashion’s marketing engine must redirect its efforts towards sustainable consumption if the sector is to meet its sustainability targets. This webinar will explore the power of the stories fashion tells, but the…

Photo: Canva
23 Nov 2022 | Online event Shifting the Fashion Narrative: Rethinking aspiration in a world of overconsumption

When: 23 November 2022 In less than a decade, Black Friday has become a global event, incentivizing overconsumption and impacting the environment. But we also see a growing movement to boycott Black Friday, with numerous brands refusing to…

Textiles
15 Sep 2021 | Online event Accelerating sustainability in the textile value chain: inspiring action and behaviour change

What: Accelerating sustainability in the textile value chain, inspiring action and behaviour change Who: The United Nations Environment Programme is organising an Accelerator Session at the upcoming World Circular…

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Contacts

Rachel Arthur

Advocacy Lead - Sustainable Fashion

Email: rachel.arthur@un.org

Atif Ikram Butt

Chief, Public Advocacy and Communication Section

Email: atif.butt@un.org