H&M is a fast fashion brand that is doing a lot of marketing on framing themselves as a sustainable business. The way a fashion brand is framing their actions has a big influence on whether consumers will buy the clothes. H&M uses greenwashing to give off a perfect image of the company by marketing a
Vinted is a website and app where people can sell and buy second-hand clothes and other products, mostly fashion-related. It promotes eco-friendly shopping and the recycling of products. It provides users with an eco-identity and its affordances generally make it easier for consumers to make environmentally-friendly choices.
Shein launched a greenwashing campaign in August 2021, under the hashtag #SHEINCares. The hashtag stands short for ‘Sheincares for Animals’ and is part of Shein’s campaign to protect and save various species of animals. According to Shein’s website they ‘will be donating US$300,000 to meaningful welfare organizations. Searching for #SHEINcares to join us’ (Shein 2021).