At its heart, greenwashing controversy stems from a mismatch between corporate sustainability rhetoric and actual practices. Many brands in 2025 invest heavily in advertising “green” credentials but fail to implement systemic changes needed to reduce environmental harm. This creates consumer confusion and cynicism, potentially harming the entire sustainable fashion movement. Moreover, inconsistent terminology and voluntary reporting allow companies to selectively showcase positive aspects while obscuring negative ones. The backlash against greenwashing drives demand for third-party certifications, transparent supply chain data, and legislative frameworks mandating honest disclosure. As consumers grow more knowledgeable, brands must move beyond surface-level claims to build genuine, measurable sustainability into every stage of their operations.