Greenwashing and sustainable fashion industry

The fashion industry is now in the eye of the storm for what concerns sustainability because of the enormous impact that such a business area has on the environment. To exploit the full potential for circular economy implementation, the fashion industry requires urgent changes adapting much more con-scientious business practices, driving consumers to change their perceptions and behaviors toward circular products and services. The renunciation of greenwashing practices and the use of strategy focused on regaining consumer's trust will in-crease the positive sentiment toward the fashion brands. This work demonstrates to what extent greenwashing may jeopar-dize the fashion industry in addressing challenges related to the implementation of more sustainable circular economy in the context of designing with intention of recycle, reduction of by-products, lower energy consumption, and wise purchase habits. This study provides guides for fashion brands about the risks and gains related to the greenwashing practices and sustain-able fashion industry.This study sketches also future research opportunities in more sustainable holistic approach of a prod-ucts' life cycle and how this can be translated into clear, transparent, or reliable certification schemes to prevent the misleading and dishonest marketing strategies helping the consumers to make a responsible choice.