Sustainable Fashion Week Survey Results SS26
Sustainable Fashion Week Survey Results Summary - Spring/Summer 2026:
During Sustainable Fashion Week, we explored how consumers perceive sustainability in fashion through a combined film experience and survey.
The results reveal a consumer who is increasingly aware, yet still navigating the gap between intention and action.
Before watching the film, most respondents had not considered the lifecycle of their clothing.
Following the experience, more than half reported they would be more likely to consider carbon footprint in future purchasing decisions, highlighting the impact of emotionally engaging storytelling in shaping awareness.
Despite this shift, behaviour does not always align with awareness.
Many respondents continue to accumulate clothing that is rarely worn, and a significant proportion are unfamiliar with concepts such as cost per wear.
This suggests that while awareness is growing, it has yet to fully translate into consistent behavioural change.
Sustainability is interpreted across multiple dimensions.
Respondents associated it with:
- Environmental impact
- Durability
- Eco-friendly materials
- Low carbon output
- Fair wages
This reflects a broad and evolving understanding of what responsible fashion means today.
Transparency plays a central role in consumer decision-making, with 75% of respondents identifying it as a key factor when choosing a brand.
Storytelling and real customer testimonials were also highlighted as the most trusted forms of communication, reinforcing the importance of authenticity and relatability.
More than half of respondents expressed willingness to invest in ethical and responsibly made clothing.
At the same time, sustainable fashion is increasingly perceived as compatible with comfort, style, and aspiration, challenging the notion that sustainability requires compromise.
Despite positive intent, key obstacles remain:
- Price
- Lack of information
- Limited choice
These factors continue to influence purchasing decisions and slow the adoption of more sustainable behaviours.
The film played a significant role in shaping perception.
Personal testimonials created a strong emotional connection, with many respondents stating that sustainability felt more attainable and realistic after the viewing.
The findings also suggest that behaviour is more likely to shift when individuals see relatable examples of change.
As expectations continue to shift, the opportunity lies in making sustainable choices not only available, but visible, understandable, and genuinely attainable.
Explore the Full Experience
Watch the Sustainable Fashion Week film - pitched to share with youth audiences - and discover the context behind these insights here:
Press play and share the movie (6 mins)
