Abstract:
The thesis delves into the multifaceted concept of sustainability, emphasizing its environmental, social, and economic dimensions within the framework of the evolving paradigm shift. It explores how sustainability serves as a catalyst for innovation in the fashion industry, evaluating the transformative impact of sustainable practices on materials, processes, and individuals within the sector.
A particular emphasis is placed on Generation Z, analyzing how this demographic both influences and is influenced by the evolving sustainability landscape in fashion. Through a combination of case studies and theoretical models, the study seeks to identify which fashion companies are perceived as the most sustainable by Generation Z and examines how these perceptions might shape, and potentially distort, the industry's understanding of sustainability.
Furthermore, the thesis will trace a common thread across key models of sustainability interventions within the industry, offering a comprehensive overview of the principal trends and strategies driving these changes.
