Sustainable fashion themes in luxury brand storytelling: The sustainability fashion research grid

“Sustainable fashion”, also known as “eco fashion”, is a part of the growing design, manufacturing, and consumption philosophy and trend toward system maintainability. The goal of system maintainability is to create regularity which is supportable indefinitely in terms of human impact on the environment and social responsibility. Sustainable fashion is an alternative trend against fast fashion. The severe environmental damage that the fashion industry firms and consumers cause now is the main rationale for embracing sustainable fashion – following the petroleum industry, the fashion industry is the second largest cause of pollution worldwide. Specific sustainable fashion trends are identifiable that focus on nurturing the reduction of the pollution caused by fashion. These trends include innovative behavior by a growing number of firms and segments of fashion consumers. Relevant literature identifies specific sustainability topics requiring the most attention by firms in the fashion industry include the following top two: promoting sustainable fashion thinking and achieving ethical/responsible production is supply chains. Attention among scholars to the issue of how to accomplish sustainable fashion objectives is growing.