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How Change Looks advert

A nice little greenwashing advert from Primark that misleads you into believing the only thing that needs changing is for clothes to become circular.

However, regardless of how many items will be ‘recyclable by design’ by 2027, they have not addressed the elephant in the room – which is the scale of their production and promotion of fast fashion. It is unclear what ‘recyclable by design’ really is, since the majority of their collection is made from polyester – which cannot be recycled into new clothing – and market trajectories suggest this reliance will increase. Cheap synthetics are the backbone of fast fashion brands such as Primark.


Greenwashed advertising