Marketing / Public Relations Analysis

PR Remains Crucial for Sustainable Fashion Despite Influencer Boom

As sustainability becomes central to fashion’s future, the role of public relations is more critical than ever. In a digital age ruled by influencers and online shopping, PR remains essential for building trust, tackling greenwashing, and crafting authentic brand narratives. For sustainable fashion brands, credibility hinges not just on actions, but also on how those actions are communicated.

Suresh Gaur

8 July 2025

4 minutes

Long Story, Cut Short

Public relations remains vital in sustainable fashion for building brand credibility and trust amidst rising concerns over greenwashing.
Influencer marketing and direct-to-consumer outreach cannot replace strategic PR in establishing authentic narratives around sustainability.
Effective PR helps fashion brands navigate consumer scepticism and align communication with genuine eco-conscious values.

By leveraging effective PR strategies, fashion brands can promote their commitment to sustainability, educate consumers about the importance of eco-friendly practices, and drive business growth while promoting a more sustainable future.

PR Move By leveraging effective PR strategies, fashion brands can promote their commitment to sustainability, educate consumers about the importance of eco-friendly practices, and drive business growth while promoting a more sustainable future. AI-Generated / Gemini

The fashion industry is undergoing a significant transformation, driven by growing consumer awareness about the environmental and social impact of their purchasing decisions. Sustainable fashion has become a buzzword, with brands and companies scrambling to rebrand themselves as eco-friendly and responsible. However, with the rise of influencers and direct-to-consumer marketing, some may wonder if PR is still relevant in this space. The answer is a resounding ‘YES’.

The Challenge of Greenwashing: One of the biggest pitfalls in sustainable fashion is greenwashing – the practice of making false or misleading claims about the environmental benefits of a product or service. With consumers increasingly skeptical about corporate claims, brands need to demonstrate authenticity and transparency to build trust. This is where PR plays a crucial role.

The Importance of PR in Sustainable Fashion: PR is essential for sustainable fashion brands because it helps build trust, credibility, and authenticity. By leveraging PR strategies, brands can:

Build a strong reputation
Establish thought leadership
Drive business growth
Foster customer loyalty
Differentiate themselves from competitors

Effective PR strategies for sustainable fashion include:

Storytelling: Crafting compelling narratives that highlight a brand's commitment to sustainability.
Influencer partnerships: Collaborating with influencers who share the brand's values and can amplify its message.
Media relations: Building relationships with media outlets and securing coverage that showcases a brand's sustainability efforts.
Crisis communications: Managing reputation and crisis-communications to mitigate the risk of greenwashing.
Content marketing: Creating high-quality content that educates and engages consumers about sustainable fashion.

Suresh Gaur

Dr Suresh Gaur is a PR and communications expert, having over 37 years of experience in PR and communication, including 16 years of teaching public relations, advertising and event management at top media colleges of Delhi NCR as a Visiting Professor.

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The Role of Influencers: Influencers can be powerful allies for sustainable fashion brands, helping to amplify their message and reach a wider audience. However, brands need to be cautious when partnering with influencers, ensuring that their values align and that the partnership is authentic.

Direct-to-Consumer Marketing is Not Enough: While brands can now reach out to consumers directly through social media and e-commerce platforms, this approach has its limitations. PR can help brands:

Build trust: By leveraging media coverage, influencer partnerships, and third-party endorsements, brands can establish credibility and trust with their target audience.
Create a narrative: PR professionals can craft a compelling narrative that goes beyond product promotion, highlighting a brand's values, mission, and commitment to sustainability.
Mitigate risk: By managing reputation and crisis communications, PR experts can help brands avoid the pitfalls of greenwashing and maintain a positive reputation.

The 5 Ws and H of PR in Sustainable Fashion: To develop effective PR strategies, sustainable fashion brands need to understand the 5 Ws and H:

Why: PR is essential for building trust, credibility, and authenticity.
What: Key PR strategies include storytelling, influencer partnerships, media relations, and crisis communications.
Who: Key stakeholders include influencers, media outlets, consumers, and industry experts.
When: Timing is crucial, and brands need to be proactive, timely, and consistent in their PR efforts.
Where: Channels for PR include social media, media outlets, influencer networks, and industry events.
And…How: Implementing effective PR requires developing a clear strategy, crafting compelling narratives, building relationships, and measuring and evaluating impact.

Measuring the Impact of PR: To measure the impact of PR efforts, sustainable fashion brands can track:

Media coverage: The amount and quality of media coverage secured.
Influencer engagement: The level of engagement generated by influencer partnerships.
Social media metrics: The number of followers, likes, shares, and comments on social media platforms.
Website traffic: The number of visitors to a brand's website.
Sales and revenue: The impact of PR efforts on sales and revenue.

Best practices for sustainable fashion PR include:

Be authentic: Ensure that a brand's sustainability claims are genuine and backed up by actions.
Be transparent: Provide clear and concise information about a brand's sustainability efforts.
Be consistent: Consistently communicate a brand's commitment to sustainability across all channels.
Be proactive: Anticipate and respond to consumer concerns and trends.
Be creative: Develop innovative and engaging PR campaigns that showcase a brand's sustainability efforts.

Doodlage is at the forefront of upcycling in Indian fashion, creatively repurposing leftover textile waste to produce trendy designs. Doodlage

Sustainable Fashion PR in Action

Sharing few Indian case studies in sustainable fashion that have successfully leveraged PR to build their reputation and drive business growth:

Doodlage: This brand is at the forefront of upcycling in Indian fashion, creatively repurposing leftover textile waste to produce trendy designs. Their collection of bags made from remnant fabrics showcases vibrant colors and playful patterns, appealing to eco-conscious consumers.
Raw Mango: This brand preserves traditional Indian textiles while promoting sustainability, focusing on handloom techniques and supporting artisan communities. They utilise natural dyes and eco-friendly materials to create stunning garments that celebrate Indian artistry.
B Label: As an extension of Bombay Hemp Company, B Label leverages hemp fabric's strength and durability to create sustainable clothing. Hemp is resistant to UV rays, replenishes the soil, and requires less water, making it an eco-friendly alternative to conventional cotton.
Nicobar: This brand adopts a holistic approach to sustainable fashion, emphasising ethical production and environmental impact. They use organic cotton, promote fair wages for artisans, and create versatile pieces that reflect modern lifestyle trends while incorporating Indian heritage.
No Nasties: This fair trade, organic, and vegan clothing brand prioritises crafting planet-positive clothing. They offset their carbon footprint through investments in renewable energy projects and promote conscious consumer choices.
Maati: This sustainable fashion label advocates for zero-wastage, upcycling, and eco-conscious principles. They breathe new life into fabric parts, aligning with sustainable fashion practices.
A Big Indian Story: This PETA-approved lifestyle brand uses plant-based vegan fibres like Piñatex, derived from upcycled pineapple leaves, to create innovative products.
Grassroot by Anita Dongre: This brand empowers female artisans from villages, preserving traditional Indian crafts while promoting sustainability and ethically made clothing.
Thaely: This brand creates vegan sneakers from recycled plastic bags, bottles, and rubber, addressing environmental concerns and promoting cruelty-free fashion.
Dressfolk: This brand champions ethical lifestyle and sustainable shopping, working directly with Indian artisans to ensure fair wages and promote sustainable practices.

To conclude; sustainable fashion needs PR to build trust, credibility, and authenticity with consumers. By leveraging effective PR strategies, fashion brands can promote their commitment to sustainability, educate consumers about the importance of eco-friendly practices, and drive business growth while promoting a more sustainable future.

Key Takeaways:

Sustainability is no longer a trend: It's a profound shift in how we think about materials and practices in fashion (Ellen MacArthur Foundation, 2019).
PR plays a crucial role: In transforming fashion's narrative from one of excess to one of responsibility (Fletcher, 2014).
Authenticity is key: Consumers seek genuine connections with brands that prioritise sustainability (World Apparel and Footwear Association, 2020).
Education is essential: PR campaigns can educate consumers about the impact of their fashion choices and promote conscious decision-making.

By working together, fashion brands, PR professionals, and consumers can create a more sustainable future for the industry.