Why 2026 Will Be a Turning Point for Fashion Sustainability

Sustainable fashion faces Herculean challenges, but a host of key developments in 2026 set the stage for a turning point. 

The term “snowball effect” refers to the process in which small, marginal changes combine to create a big effect, eventually. It’s like rolling a small snowball downhill, and as it rolls, it gathers more snow and gets bigger in size. 

Sustainable fashion is likely to experience a snowball effect in 2026, with several key developments, from France’s PFAS ban to the EU EPR for textiles, gathering momentum and triggering a chain reaction.

For long, the fashion industry has been under scrutiny for its not-so-glossy side, like 92 million tons of textile waste and being responsible for roughly 10% of global carbon emissions. This has led to increased consumer awareness regarding the pitfalls of fast fashion and the growing interest in sustainable fashion choices. 

According to a McKinsey survey, 67% of consumers consider sustainable materials an important purchasing factor, while 63% have a favorable opinion about brands promoting sustainability. 

According to Custom Market Insights, the global sustainable fashion market (valued at $8.1 billion in 2024) is estimated to grow to $33.1 billion by 2033, at an astounding compound annual growth rate of about 22.9%. 

In recent years, increased consumer awareness, coupled with efforts and advocacy of sustainable fashion brands, has pushed governments and other agencies to step in. 

As we step into 2026, here are some key developments, although they may look small compared to the overall problem, which can snowball into a big impact: 

1. France’s PFAS ban on textiles

Starting January 2026, France bans the use of PFAS (short for “Per- and Polyfluoroalkyl Substances”), often called “forever chemicals,” in several consumer products, including textiles. Fast fashion brands have widely used these chemicals for water resistance, stain resistance, and performance finishes.

(Image source: France24) 

PFAS got the moniker “forever chemicals” because they do not naturally break down in the environment. Once released, they persist in soil, water, and living organisms for decades. 

Over time, they have been linked to serious health and environmental risks, including cancers, hormonal disruption, weakened immune systems, and reproductive issues. 

In fashion, their widespread use in coatings and finishes means that PFAS can enter ecosystems during production, washing, and disposal. Between 2023 and 2025, France's food, environmental, and occupational health agency (ANSES) collected more than 600 samples of drinking water. The agency found traces of trifluoroacetic acid (TFA), the smallest PFAS molecule, in 92% of the samples. 

This is why the ban is important: it addresses the problem at the source rather than relying on downstream clean-up.

While this is a country-level regulation, its impact extends well beyond France. Fashion supply chains are global, and manufacturers rarely create separate production lines for different markets. 

Once PFAS-free alternatives become necessary for one major market, they are likely to become the default across others. 

2. EU Extended Producer Responsibility (EPR) for textiles

The European Union’s Extended Producer Responsibility (EPR) framework for textiles shifts the responsibility for textile waste away from municipalities and back to producers. 

The legal framework entered into force in late 2025, making 2026 a critical transition year as EU member states begin translating policy into national laws and implementation plans.

(Image source: Textile Focus) 

Under this system, brands will be required to finance and manage the collection, sorting, reuse, and recycling of the products they put into the market, rather than passing those costs on to cities and taxpayers.

Even relatively small fees under EPR schemes can influence how brands design products. Durability, recyclability, and material choices begin to matter more when waste carries a direct cost. 

As EPR systems mature across EU member states, this can gradually reduce overproduction and encourage longer-lasting garments.

3. Digital Product Passports bring transparency into the system

Another important development taking shape around 2026 is the introduction of Digital Product Passports (DPPs) under the European Union’s broader sustainability and circular economy agenda.

The idea of Digital Product Passports has been discussed for several years, but the timeline is now becoming clearer. The legal framework under the EU’s Ecodesign for Sustainable Products Regulation enters into force in late 2025. 

From there, 2026 becomes a transition phase, during which textile-specific requirements are expected to be defined, and early implementation begins.

At a basic level, Digital Product Passports are meant to store and share key information about a product across its entire lifecycle. This can include details about materials used, chemical inputs, country of origin, repairability, and end-of-life options. 

For fashion, this represents a shift away from fragmented and voluntary disclosures toward more standardized and verifiable information.

Over time, Digital Product Passports can make sustainability claims easier to verify and harder to exaggerate. They also strengthen other policy tools, such as Extended Producer Responsibility, by improving traceability and accountability. 

4. The end of animal fur at New York Fashion Week

Another important signal comes from the cultural side of fashion. The Council of Fashion Designers of America (CFDA) has announced that the use and promotion of animal fur at New York Fashion Week will end starting September 2026.

(Image source: https://www.theindustry.fashion/)

Yes, this does not amount to a legal ban, but it has significant symbolic and practical weight: Removing fur from one of the world’s most influential fashion platforms reinforces a broader shift away from animal-derived luxury materials. 

Fashion weeks influence trends, aspirations, and material choices far beyond the runway. Over time, this can reshape design norms and accelerate investment in alternative materials, provided those alternatives are also evaluated for their environmental impact.

5. Increasing scrutiny of sustainability claims

Regulators are also paying closer attention to how brands communicate sustainability. Advertising authorities in several countries have begun challenging vague or misleading environmental claims, especially those that cannot be supported with clear evidence.

(Image source: The Guardian)

A recent example comes from the UK’s Advertising Standards Authority (ASA), which ruled against paid online advertisements from brands including Nike, Lacoste, and Superdry because they used terms like “sustainable”, “sustainable materials”, or “sustainable style” without providing clear evidence to back up these claims. 

The regulator found these broad environmental assertions could mislead consumers and banned the ads in their existing form, emphasizing that claims must be clear and supported by robust substantiation. 

When brands are required to justify what they claim, it reduces greenwashing and encourages more honest, transparent communication across the industry.

Big changes often start small. When it comes to sustainability, fashion has a gigantic problem. But 2026 can prove to be a year when several key developments can stack up and create strong momentum.