And clearly, the Copenhagen Fashion Week case bears industry wide implications, considering how it is being adopted in other countries, and of course, it also affects consumers through the hundreds of influencers and media platforms invited to purvey its messages. Zalando, on the other hand, had 25.000 products tagged with their green coloured "sustainability” flag, while simultaneously asking brands to supply them with "sustainability information" which simply made it so much more difficult for brands to navigate what they were themselves allowed to communicate.