What Is the Sustainable Fashion Communication Playbook and Why Does It Matter?
WHAT is it?
The Sustainable Fashion Communication Playbook is a free, public resource developed by the United Nations Environment Programme (UNEP) in collaboration with UN Climate Change (UNFCCC). It’s an 96-page document designed to help anyone involved in fashion communication—brands, marketers, influencers, journalists, educators—align their messaging with sustainability goals.
But this isn’t just about eco-friendly words or green logos. The Playbook is about shifting the culture of fashion itself, from one that celebrates overconsumption and perfection to one that embraces truth, responsibility, and regeneration.
Image source: Playbook
WHY was it created?
Fashion’s environmental footprint is massive. The industry is responsible for up to:
10% of global carbon emissions
35% of ocean microplastics
92 million tons of textile waste per year
While technical solutions like sustainable fabrics or recycling programs are critical, UNEP recognized a missing piece: how fashion is marketed, sold, and talked about still often contradicts these efforts. The Playbook addresses that gap by offering a new framework for storytelling: one that discourages harmful narratives like “buy now, wear once,” and instead promotes values like longevity, rewear, and equity.
WHERE can it be accessed?
The Playbook is freely available online as a downloadable PDF. You can access it through the UNEP’s official website or directly via this link:
It is designed to be global in scope, with relevance across all regions: from the Global North to the Global South, including Africa, Asia, Latin America and the Caribbean, and beyond.
WHEN was it released?
The Playbook was officially published in 2023, following extensive research, consultations, and input from over 160 experts in fashion, communication, media, and sustainability. It reflects the urgency of the current moment, where climate goals are tightening, greenwashing is rising, and consumer trust in fashion messaging is eroding.
WHICH tools does it include?
The Playbook provides both principles and practical tools. Highlights include:
Four Core Objectives:
Counter misinformation
Avoid messages that promote overconsumption
Redefine what’s aspirational
Empower citizens, not just consumers
Practical Resources:
A greenwashing checklist to assess the credibility of sustainability claims
A tone of voice guide to ensure messaging is honest and inclusive
Visual and editorial “dos and don’ts” for fashion campaigns
Case studies from brands and influencers who are modeling better communication
Tips for localizing sustainability messaging in diverse cultural contexts
Final Word
The Sustainable Fashion Communication Playbook is more than a document, it’s a call to action. It challenges everyone in the fashion ecosystem to think more critically about the stories we tell, the values we promote, and the cultures we help shape.
Whether you're a student, stylist, content creator, or CMO, this Playbook is your guide to communicating fashion in a way that supports the planet, respects people, and moves the industry forward.
Smart Fashion recommends it as a must-read for anyone committed to sustainable style, not just in practice, but in principle.
