The rush to become environmentally friendly has had a big impact on fashion marketing. Ecofashion controversy has emerged, however, out of the debate of what it takes to qualify as 'green,' 'eco-friendly,' 'organic' or 'natural.'
The latest victim of ecofashion controversy is Stella McCartney, whose faux leather bag has been touted as eco-friendly simply for lacking leather. But is it really a green bag? What are the requirements for products to claim to be beyond the ecofashion controversy?
Implications - Stella McCartney is not the first company to undergo skepticism from environmentalists who claim corporations are using the green movement as an unfounded marketing tactic filled with falsehoods. Opposers of the canvas bag are calling out the brand by showcasing the canvas is not in fact recycled.
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Concept: Controversial Ecofashion
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Segment: Females, 18-35
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