The Illusion of Sustainability

I recently checked out this big fashion outlet owned by one of India's major conglomerates. Right at the entrance, there was a huge poster saying, "It's stylish to buy an eco-friendly bag." I thought that this might be one of the many sustainability initiatives that the brand would be taking. But sadly, that's where the sustainability story ended.

As I stepped inside, I was greeted by rows of eye-catching clothes for women, all neatly arranged to tempt anyone who walked by. Naturally, I got curious and started reading the labels to see what these clothes were made of. And guess what? Polyester and viscose were everywhere, with cotton barely making an appearance. I mean, seriously, in a place like Mumbai where it's mostly hot, who wants to wear clothes that aren't comfortable?

But it wasn't just the fabric choices that got me. The styles of the clothes were all on-trend, and the prices were so tempting that it practically screamed, "Buy more than you need!" It was clear that sustainability was just a marketing tactic, a way for these brands to make us believe they care about the environment.

My visit to that fashion outlet left me feeling like sustainability was nothing more than a façade. It's disappointing to see how brands prioritize appearance over substance, using buzzwords to create an illusion of environmental responsibility. We deserve better, don't you think?