With 2026 Kuala Lumpur Fashion Week (KFLW 2026) currently taking centre stage, conversations about fashion are everywhere, especially among the fashion-goers.
While opinions about the event may differ, one thing remains certain: fashion continues to play an important role in how people express themselves and make purchasing decisions.
However, beyond the glamour of the runway, the fashion industry is undergoing a significant transformation.
Consumers today are no longer buying based solely on trends or aesthetics; they are becoming increasingly mindful of where their clothes come from, how they are made and whether the brands they support genuinely reflect their values.
This shift is becoming evident worldwide.
According to Forbes, the global luxury fashion industry saw its consumer base decline from approximately 400 million in 2022 to around 340 million in 2025. Rather than signaling a loss of interest in fashion, this trend reflects a change in consumer behaviour. People are becoming more intentional with their purchases, prioritizing quality, ethics and sustainability over impulse buying. As environmental awareness grows, many fashion brands have responded by launching collections marketed as ‘eco-friendly,’ ‘green,’ or sustainable.’ Yet, an important question remains: are these labels backed by meaningful action, or are they simply smart marketing?
This question is especially relevant among Generation Z, one of the most environmentally conscious consumer groups today. Growing up in the digital era, Gen Z has unprecedented access to information through social media, documentaries, podcasts and online activism.
They are well aware of the environmental costs of fast fashion, from overflowing textile waste and water pollution to excessive carbon emissions and unethical labour practices. More importantly, they expect brands to be transparent. For this generation, sustainability is no longer about what companies claim it is about what they can prove.
As a result, consumers are becoming increasingly skeptical of brands that promote broad environmental promises without supporting evidence.
This growing distrust is fueled by the rise of greenwashing practices where companies exaggerate or misrepresent their environmental initiatives to appear more sustainable than they actually are.
Across the global fashion industry, many brands continue to rely on vague terms such as "eco-friendly" or "sustainable" without providing clear information about their supply chains, sourcing practices, or environmental impact. In some cases, brands heavily promote a small sustainable collection, creating the impression that their entire business operates sustainably, even though their overall production model remains dependent on mass production and excessive consumption.
Not surprisingly, consumers are beginning to demand greater transparency and accountability. Instead of accepting sustainability claims at face value, many now actively seek independent certifications, third-party verification and publicly available sustainability reports before making purchasing decisions.
Discussions across social media platforms also reveal growing frustration with brands that market themselves as environmentally responsible while continuing business practices that contradict those claims. In today's digital landscape, consumers can easily compare information, fact-check marketing messages and publicly challenge brands that fail to live up to their promises.
The rise of greenwashing in Malaysia's fashion industry
This global trend is also becoming increasingly visible in Malaysia. While the local fashion industry continues to grow, so do concerns about its environmental footprint. According to the Investment, Trade and Industry Ministry's (Miti) New Industrial Master Plan 2030 (NIMP) Sectoral Plan for the Textile, Apparel and Footwear Industry, Malaysia generates approximately two million kilogrammes of textile waste every day.
These figures highlight the urgent need for genuine sustainability initiatives rather than superficial environmental messaging.
At the same time, Malaysian consumers are becoming more critical of brands that misuse sustainability as a marketing strategy. Recent survey findings involving 375 respondents indicate that greenwashing is significantly influencing purchasing decisions. More than 70.9% of respondents reported that they deliberately avoid buying products from brands that have been exposed for making misleading environmental claims. This suggests that deceptive sustainability messaging is no longer simply a reputational issue – it directly affects consumer trust and purchasing behaviour.
Brand loyalty is no longer enough
Perhaps the most significant finding is that brand loyalty no longer guarantees forgiveness. In the past, well-established fashion brands could often rely on loyal customers to withstand public criticism. Today, however, that loyalty is becoming increasingly conditional. The survey found that 69.3% of respondents would stop supporting even their favourite brand if it was found to be engaging in greenwashing. Meanwhile, 68.5% said that concerns over misleading sustainability claims have encouraged them to independently research and verify environmental information before making a purchase.
These findings suggest that today's consumers are no longer passive recipients of marketing messages. Instead, they are active participants who question, investigate and hold brands accountable. Trust is no longer built through attractive advertising campaigns or carefully chosen buzzwords; it is earned through consistent actions, transparency and measurable results.
As greenwashing receives greater public attention in Malaysia, the era of vague environmental marketing is rapidly coming to an end. Consumers are more informed than ever before and they are increasingly willing to walk away from brands that fail to deliver on their sustainability promises.
Ultimately, the future of sustainable fashion will not depend on how loudly brands claim to be environmentally friendly, but on how consistently they demonstrate genuine commitment. Green labels and polished marketing campaigns may attract attention, but they are no longer enough to secure consumer trust particularly among Generation Z. Brands must support their environmental claims with credible evidence, transparent reporting, and meaningful action.
In an age where information is readily accessible and consumers can verify claims with just a few clicks; sustainability is no longer a marketing advantage. It is a commitment that brands must honour if they hope to build lasting relationships with an increasingly informed and conscientious generation of consumers.
Siti Syuhada Abdul Rais, the author of this article, is from the School of Education and Social Sciences, Management and Science University (MSU).
