专访yehyehyeh创新社创始人叶晓薇：2026，可持续时尚告别“漂绿”，走向“深绿”

Core Insights - The year 2025 marks a pivotal point for the global fashion industry, transitioning sustainable fashion from a marketing add-on to a necessity for survival in the mainstream market due to the enforcement of the EU's Sustainable Product Ecodesign Regulation (ESPR) and various anti-greenwashing laws [1][2] Group 1: Changes in ESG Practices - The fashion industry is shifting from vague carbon reduction promises to comprehensive data-driven carbon management across the entire supply chain, driven by the upcoming ESPR [2][3] - The adoption of circular economy practices, particularly textile-to-textile (T2T) innovations, is becoming a major focus, with significant collaborations emerging to integrate new materials into supply chains [2][3] - The industry's mindset is evolving from merely increasing the production of preferred materials to enhancing the underlying production systems, which is crucial for making a real environmental and social impact [3] Group 2: Regulatory Pressures and Transparency - Recent policies are pushing the fashion and textile industry’s ESG requirements from voluntary practices to mandatory compliance, with the EU's Consumer Empowerment Directive and Green Claims Directive establishing stricter standards for environmental claims [3][4] - Fast fashion platforms like Shein and Temu are now facing systemic external pressures that require transparency, compliance, and verifiability, necessitating significant investments in certification systems and digital disclosures [4][5] Group 3: Consumer Engagement and Market Trends - There is a notable shift in consumer focus from single material considerations to deeper supply chain decarbonization and circular models, as regulations demand full lifecycle information disclosure [5][6] - The phenomenon of "green hushing" is emerging, where brands are opting for silence on their sustainability efforts due to regulatory pressures, which could lead to a lack of transparency and consumer awareness [5][6] - Brands are increasingly collaborating with suppliers to provide green energy, indicating a shift towards collaborative decarbonization efforts across the entire supply chain [6][7] Group 4: Future Trends in Sustainable Fashion - The three key trends anticipated in the ESG space for the fashion industry over the next three years are circular economy, collaborative intelligence (AI), and nature-based solutions (NbS) [8][9][10] - Circular economy practices are seen as essential for addressing resource depletion and waste crises, while AI and digital tools are necessary for efficient management of complex supply chain data [9][10] - Nature-based solutions emphasize the importance of regenerative agriculture and biodiversity protection as foundational elements for restoring the relationship between the fashion industry and the planet [11]