Young people can find themselves conflicted between the abundance of styles afforded by fast fashion and its negative impacts on the environment. But with the rise of second-hand fashion and eco-conscious lines, an overwhelming amount of young people are feeling the itch to ‘ditch fast fashion’.

How can brands convince people that sustainable products are just as good as ‘normal’ ones? According to research, it comes down to perceptions of the company itself, with people viewing green products positively when they see a company as a ‘moral agent’ engaging in pro-social behaviour.

Gen Zers are often described as the eco-conscious generation, but despite growing pushback against fast fashion brands, ecommerce giant, Asos, has remained resilient over the last year, bringing affordable fashion to a large proportion of young consumers.

What’s driving the new frontiers of fashion innovation? How are people handling the tension between fast fashion and sustainable attitudes? Why are non-Western identities reshaping style narratives? And how are personal autonomy and gender fluidity sparking change within the industry?