The Expensive Art of Caring

Ever heard of those “eco-collections” with 5% recycled cotton and 95% marketing budget? The advertisements that sound like climate manifestoes? Green washing has never looked this chic, huh?. Welcome to 2025, where the newly eco-conscious elite have turned saving mother earth into an exclusive activity, with a capsule wardrobe, compostable packaging, and a scent of “we are down to earth”.  

We’ve heard all the “invest in timeless pieces” or the “#slowfashion”, all of this is basically them not so subtly giving us hints saying that “I am sustainable cause I can afford to be”. Meanwhile there is the “buy better” group of people thrifting, mending, swapping, and convincing themselves that the "vintage" zara top that they thrifted is archival. They are always told to buy better, as if ethical consumption was just a matter of moral willpower.

Apparently sustainability isn't about saving the planet, it is about Looking like you are.

I’ll keep this short. Impact doesn't always need a word count.