{"id":19838,"date":"2026-07-07T16:46:30","date_gmt":"2026-07-07T15:46:30","guid":{"rendered":"https:\/\/dress-ecode.com\/?p=19838"},"modified":"2026-07-07T17:06:59","modified_gmt":"2026-07-07T16:06:59","slug":"where-is-fast-fashion-now-between-accusations-of-greenwashing-european-regulations-and-a-model-that-still-endures","status":"publish","type":"post","link":"https:\/\/dress-ecode.com\/en\/where-is-fast-fashion-now-between-accusations-of-greenwashing-european-regulations-and-a-model-that-still-endures\/","title":{"rendered":"Where Is Fast Fashion Now? Between accusations of greenwashing, European regulations, and a model that (still) endures"},"content":{"rendered":"

\"\"<\/a>From Shein to Zara: What’s Really Changed\u2014and What Hasn’t
\n<\/em><\/p>\n

In 2026, fast fashion isn’t dead, but it’s under pressure like never before.<\/p>\n

In recent years\u2014and with increasing intensity in recent months\u2014the industry has entered a phase of systemic scrutiny: regulatory, media, and cultural. Yet, despite investigations, accusations of greenwashing, and new European regulations, the major players continue to grow, adapting faster than the criticism they receive.<\/p>\n

The two faces of fast fashion: under accusation, but expanding<\/strong><\/h5>\n

Brands like Shein and Temu have redefined the speed of the system, taking it to the next level: ultra-fast production, extremely low prices, and global digital distribution. Their model\u2014often referred to as ultra-fast fashion\u2014has attracted the attention of European authorities, particularly for issues related to transparency, product safety, and commercial practices.<\/p>\n

At the same time, historic giants like Zara, H&M, and Primark continue to dominate retail, maintaining high volumes and competitive margins while striving to reposition themselves in terms of sustainability.<\/p>\n

Greenwashing: From Perception to Legal Issue<\/strong><\/h5>\n

In recent years, greenwashing has gone from an ethical criticism to a legal issue.<\/p>\n

Several independent reports and investigations (including those by the Changing Markets Foundation and other European organizations) have highlighted significant discrepancies between brands’ “green” communication and the reality of the materials used.<\/p>\n

A telling finding concerns so-called sustainable collections: large-scale analyses have shown that some “eco” lines feature a high percentage of synthetic fibers.<\/strong> Specifically:<\/p>\n

Some collections labeled as sustainable contained up to 70% or more synthetic materials;<\/strong>
\nin several cases, the use of polyester was even higher than in standard collections;
\nonly a marginal share of the garments analyzed (about 6%) included recycled synthetic materials, often derived from PET bottles (source: Changing Markets Foundation).
\nThe critical point is structural: synthetic fibers\u2014even when recycled\u2014remain fossil-based and present significant limitations in terms of true circularity. Their widespread use therefore contradicts the “green” narrative promoted by brands.<\/p>\n

This evidence has helped open investigations and strengthen regulatory pressure in Europe.<\/p>\n

Europe: towards a strict regulation<\/strong><\/h5>\n

The European Union is accelerating regulatory action, with measures that directly impact the fast fashion model:<\/p>\n

    \n
  • Unfair Commercial Practices Directive (updated)<\/strong>: aims to limit vague or misleading environmental claims;<\/li>\n
  • Green Claims Directive (in the process of being implemented):<\/strong> will require companies to scientifically substantiate sustainability claims;<\/li>\n
  • Sustainable and Circular Textile Strategy:<\/strong> introduces requirements for durability, recyclability, and transparency;<\/li>\n
  • Extended Producer Responsibility (EPR):<\/strong> brands will be increasingly responsible for the end-of-life of products.<\/li>\n<\/ul>\n

    Some European countries are also considering or introducing specific measures against ultra-fast fashion, including targeted taxes and advertising restrictions.<\/p>\n

    At the EU Environment Council, Germany, France, and the Netherlands called for a coordinated European approach to address the sector’s environmental impacts, emphasizing how the ultra-low-cost, ultra-high-frequency production of clothing significantly contributes to resource consumption, emissions, and product end-of-life crises. Germany, in particular, has urged the European Commission to introduce more stringent requirements within the Ecodesign Regulation, including criteria on durability, recyclability, and recycled content, as well as strengthening extended producer responsibility for textiles. The stated goal is to correct a structural competitive distortion: according to the German position, the production of very low-cost disposable garments should no longer represent a market advantage, while online platforms and cross-border sales models should be subject to the same environmental and compliance standards applied to European manufacturers.<\/p>\n