Core Viewpoint - The global fashion industry is undergoing a significant regulatory revolution aimed at combating "greenwashing" practices, driven by increasing awareness of climate change and environmental protection [1][2][11]. Regulatory Developments - The European Union (EU) has been at the forefront of establishing new regulations for sustainable development in the fashion industry, focusing on unfair business practices and misleading environmental claims [2][11]. - Key legislative initiatives include the EU's "Sustainable and Circular Textiles Strategy" and the "Green Claims Directive," which aim to enforce strict rules on environmental claims and promote responsible business practices [3][11]. Enforcement Trends - The EU has intensified its enforcement actions against major fashion brands, imposing significant fines for violations related to misleading advertising and greenwashing [4][5]. - France has implemented strict laws prohibiting unsubstantiated "carbon neutrality" claims and has increased penalties for misleading environmental statements [5]. - Italy's regulatory focus has shifted towards addressing "moral bleaching" in supply chains, emphasizing labor rights alongside environmental concerns [6]. - The Netherlands adopts a more collaborative approach, encouraging companies to rectify misleading sustainability claims through dialogue rather than punitive measures [7]. U.S. Regulatory Landscape - The U.S. Federal Trade Commission (FTC) has established guidelines for environmental marketing claims, with recent enforcement actions against companies for false advertising related to sustainable products [8]. - Consumer lawsuits, such as the class action against H&M, highlight the ongoing issues of misleading sustainability claims in the fast fashion sector [8]. Industry Challenges - The fashion industry faces structural challenges, including a dramatic increase in clothing production and reliance on synthetic fibers, which complicate sustainability efforts [11][12]. - Greenwashing behaviors are primarily characterized by selective disclosure and performative environmental actions, undermining genuine sustainability efforts [11]. Future Directions - A comprehensive regulatory framework is needed to standardize terminology and establish clear sustainability criteria for fashion products [12]. - The industry must transition from passive compliance to proactive responsibility in sustainability, integrating environmental and social accountability into core business models [13][15]. - Achieving true sustainability requires a fundamental shift in the fashion industry's linear production model towards circularity and resource regeneration [13][15].