The awareness about the issues of environmental impact and working conditions in the production of fashion has gone beyond the narrow circle of technical relationships and critical consumer communities. Today it has reached a wider audience and has spread in mainstream fashion.

Google Trends has recorded an acceleration in searches with the keyword sustainable greater than for those with the word luxury by those interested in buying a piece of clothing. In absolute terms, the searches of the sustainable term are still a minority, but growth in the interest is terrific.