Sustainable Business Models In The Fashion Industry: Between Innovation And Social Responsibility

Sustainability, the circular economy, and sustainable development are terms that have become increasingly prevalent in recent years, used by policymakers, the business environment, and individual consumers alike, due to the impact of these concerns on the more efficient use of resources, quality of life, and the benefits they bring to humanity both in the short and long term. Sustainability in the fashion industry has become an increasingly discussed topic in contemporary times, as consumers grow more aware of the environmental impact of clothing and of the responsibility to protect nature and limited resources. The objective of this paper is to investigate the extent to which sustainability reporting by key actors in the fashion industry reflects the genuine integration of sustainable development principles into their business strategies. The research is guided by the following research question: to what extent do sustainability practices and communication indicate an authentic transition toward a responsible business model, or, conversely, reproduce forms of superficial sustainability primarily oriented toward reputation management? The paper adopts a qualitative, theoretical–empirical approach, based on a comparative analysis of official sustainability reports published by selected companies in the fashion industry. This analysis is supported by a conceptual framework integrating academic literature on sustainability, corporate social responsibility, greenwashing, and international reporting standards. The methodology consists of a content analysis aimed at identifying and comparing the core elements of sustainability discourse within each company, with particular emphasis on the coherence of objectives, transparency of indicators, alignment with global initiatives (such as the SDGs or GRI), and the depth of implemented measures. The case study highlights similarities in the language used and the general commitments declared, while also revealing significant differences in terms of clarity, applicability, and the actual impact of these initiatives. The research findings provide a critical perspective on how companies use sustainability reporting both as a strategic tool and as a means of legitimization in the eyes of consumers and investors. The conclusions suggest the need for stricter reporting standards and independent monitoring of progress, while also emphasizing the importance of consumers’ critical literacy in evaluating the sustainability commitments promoted by fashion industry brands.