As political headwinds challenge green policies and Gen Z demands greater accountability, the global fashion industry faces a crossroads — caught between data that proves progress and a growing divide over how to sustain it.

In fresh data released by market-research firm Kantar and the Dutch-Italian luxury label Aurélien, 69 percent of Gen Z luxury buyers report that environmental consciousness guides their purchase decisions, and a substantial 66 percent say they are aware of greenwashing and expect brands to back up claims with transparency and traceability. The findings signal a marked shift in what defines desirability in high-end goods: purpose now shares space with prestige.