As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Zalando’s do.MORE brand strategy is aligned with the Paris Climate Agreement and is encouraging a shift in the industry by offering tangible, science-based targets that promote sustainability and global citizenship. How is the brand demonstrating authenticity amid widespread greenwashing?

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’.

With its huge variety and low prices, Chinese fast-fashion brand Shein is getting into the hearts and pockets of Gen Zers across the US, Europe, and Australia. The fashion behemoth’s success points to Gen Zers’ contradictory behaviours of being eco-conscious while buying fast fashion.

How can apparel brands respond to shoppers’ shifting priorities? Why is digital fashion such a potent tool for self-expression? How is DE&I disrupting the fashion industry? In this part of the 2022 Expert Outlook, we speak to three experts about how values regarding style have changed forever.