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Marion Prost 

March 16th, 2026

 

Everyone agrees fashion should slow down. No one seems particularly eager to cancel the next drop.  

 

Green is the new black. You’ve heard it, I’ve heard it, and if you've opened a fashion magazine or a sustainability report in the last five years, you’ve definitely seen it written in a serif font over a field of moss. Sustainable fashion, eco-conscious capsules, regenerative cotton: has the vocabulary of virtue become fashion’s favorite accessory?

 

The industry has become remarkably skilled at dressing bad habits in botanical language. “Eco-friendly” labels bloom faster than spring collections, and brands now speak about carbon footprints the way they once spoke about skirt lengths. Some call it brilliant: sustainability sells aspiration, moral comfort, and product all at once. If the dress saves the planet, who could possibly object to buying two?