Scientifically Aesthetic: Fake Science in Fashion Marketing

My shirt is made from lightweight, sustainably raw materials. My pants are engineered for performance. My socks are made with natural and organic cotton. This brand remains carbon-neutral, producing in environmentally safe ways.

Your clothing is scientifically proven to do absolutely nothing.

Sadly, most of the time, these brands are accused of greenwashing (making false sustainability claims), and we often don't even notice, because it’s not a common concern or topic.

I am actually loving the new terms people have just thrown into the world to sell their products, because everyone is so eco-friendly all of a sudden, right? “Eco” barely means anything anymore; it’s become an aesthetic, optimization, and emotional branding tool.

There seems to be a rise in wellness culture in today’s world, but people are buying things just because the labels scream something that sounds really great for their health or the environment. 

The deeper I looked, the more I realized that fashion isn't selling science, it's selling the aesthetic of science. 

High-end brands have cracked the code in a world of eco-conscious consumerism. The marketing world has just discovered the genre of science fiction.

Take Gucci, for example. They proudly claimed to be a ‘carbon neutral’ brand, which sounds super sustainable and great for their mass production in today’s world.

For years, Gucci has showcased itself as a leader in sustainable luxury, claiming carbon neutrality across its supply chain since 2019. As Forbes reported, the brands' promise didn't match their actual environmental impact, exposing how scientific-sounding sustainability can mislead more than it informs.  

Gucci later quietly removed its ‘carbon-neutral’ claim.

Other luxury groups, such as Prada, have been accused of similar false claims, as sustainability was questioned in Vogue Business in 2023; they have a lot of unattainable future ideas and goals.  

As for their marketing of their clothes, they also use the same nonsensical terms like ‘crafted from sustainable fabrics’ and ‘engineered for circularity.’ Yet the bulk of their promises still gives little insight into what those alternative materials are that are not the conventional fabrics we know.

Their words lack any kind of comprehension, and for decades, they've succeeded in selling luxury to our ears and our wardrobes.

The EU Green Claims Directive plans to eventually prohibit brands from using such terms as ‘net zero,’ ‘eco-friendly,’ and ‘carbon neutral,’ used for marketing purposes and campaigns, unless they procure verification. 

The fast fashion, rapid turnover, and mass production stay the same, but they can market that in any way to say what their consumers want to hear.

These companies know they can make up all these fake terms that sound really good, and we are easily fooled, because when are people really going to investigate a brand’s claims to see if they are true? It’s just ways to justify their price and prestige, and give them their status.

I am guilty, of course, but I am simply pointing out the reality of fashion marketing and how unreal some of these campaigns have become.

It gives off the effect that their clothing stands out and is going to actually do something for you, rather than just be worn.

You really don’t need to be a scientist to sell ‘eco-friendly’ and ‘organic’ fabrics, just a good font and a pretty picture of your item. Their terms are rather vague and lack any scientific backing.

Despite all these false claims, there is an obvious issue in today’s mass production: hiding the specifics of fast fashion and what it is doing to our world. The brands churn out millions of garments at a rapid pace, prioritizing gain, trend, and volume, because that’s the goal, right? 

The need for these scientific terms is to hide over where they truly came from, because that is where the real disgust lies. 

Strike out, 

Kaden Horn

Boca Raton

Kaden Horn is a content writer for Strike Magazine Boca. She is a free-spirited Leo who loves to write humorously, but also in a way that is intentional and meaningful. She thrives in peaceful environments, whether it’s at the beach, working out, or rewatching Vampire Diaries for the 100th time. You can reach her at kaden.horn813@gmail.com, or her Instagram @kadennhunter