Sustainability as a Driver of Innovation in the Fashion Industry

The thesis delves into the multifaceted concept of sustainability, emphasizing its environmental, social, and economic dimensions within the framework of the evolving paradigm shift. It explores how sustainability serves as a catalyst for innovation in the fashion industry, evaluating the transformative impact of sustainable practices on materials, processes, and individuals within the sector. A particular emphasis is placed on Generation Z, analyzing how this demographic both influences and is influenced by the evolving sustainability landscape in fashion. Through a combination of case studies and theoretical models, the study seeks to identify which fashion companies are perceived as the most sustainable by Generation Z and examines how these perceptions might shape, and potentially distort, the industry's understanding of sustainability. Furthermore, the thesis will trace a common thread across key models of sustainability interventions within the industry, offering a comprehensive overview of the principal trends and strategies driving these changes.