Recently, fashion has developed a very fashionable conscience. The current environmentally minded zeitgeist is permeating the industry, and its once hairy-hemp image is now nothing but a ghost of fashion’s hippie past. In its place are “eco-luxe” and “eco-chic” and a stylish array of environmentally friendly and ethical alternatives to mainstream fashion. But just how deep does the greening of fashion go? Beyond sustainability, the green movement marks a paradigm shift among consumers towards the need for a more valuable product – which should be music to the ears of the luxury sector.

But in an industry that thrives on newness, what will next season’s trend be? A backlash in favour of all things artificial and plastic – a nu-syntheticism? Call us cynical, but right now fashion is at risk of being greenwashed: subject to a superficial treatment that will bleed out in the next cycle of fashion seasons before it has a chance to become fixed. The result will be considerable consumer confusion – and ennui.