At the recently concluded Paris Fashion Week Spring-Summer 2020 showcase, Stella McCartney launched her most sustainable collection yet. Seventy-five per cent of the line was made from zero-impact fabrics, the remaining from organic cotton or upcycled denims. In September, Gucci declared itself as carbon neutral in its operations and supply chain. Both are among 150 brands—a list that includes Hermes, Burberry and Ralph Lauren—that have signed the Fashion Pact initiative led by French luxury brand Kering, that requires signatories to commit to reduce their environmental impact.

Fast fashion has contributed not just to environmental damage but modern-day slavery too, as the collapse of Dhaka's Rana Plaza highlighted. And so, this turn for the better is welcome. But how can everyday people support this newly woke industry? Turns out, it's quite simple.