Fashion’s New Frontier: Exploring the Post-Pandemic Shift Towards Sustainable Style in Malaysia

The fashion industry, a crucial sector in the global economy, has undergone significant changes due to the COVID-19 pandemic. This health crisis disrupted traditional retail models, accelerated the adoption of e-commerce, and increased awareness of the environmental and social impacts of fashion consumption. In Malaysia, the pandemic caused a notable decline in foot traffic to physical stores, leading many retailers to pivot to online platforms to sustain operations. The rise in e-commerce was pronounced, with platforms such as Zalora and Shopee experiencing a surge in fashion sales. Concurrently, the pandemic heightened awareness of the environmental and social repercussions of fashion, fueling interest in sustainable fashion practices. This shift is reflected in the growing preference for eco-friendly materials and ethical production methods among Malaysian consumers. Local brands like Biji Biji Ethical Fashion and international labels such as H&M’s Conscious Collection have responded to this demand, incorporating sustainable practices into their offerings. Additionally, initiatives by the Malaysian government and industry stakeholders have supported the promotion of sustainability within the fashion sector. This study investigates the pandemic’s impact on fashion consumption patterns among Malaysian Millennials and Generation Z, focusing on changes in purchasing behaviors and attitudes toward sustainability. It identifies challenges including cultural awareness, affordability, and the dominance of fast fashion, while highlighting the need for educational initiatives and improved access to sustainable options. The findings provide valuable insights for academia, industry professionals, and policymakers aiming to advance sustainable consumption practices in Malaysia.