“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.” – Fiona Harkin, on the eco-fashion trend, in the Financial Times.