In an industry long criticized for its opaque supply chains and sustainability claims, leading brands are stepping forward to embrace a new paradigm of fashion transparency and circularity. At SXSW 2025, TrusTrace, adidas, and Tapestry will headline a panel titled Honest Marketing and Circularity: A New Era for Fashion. They will discuss how data-driven sustainability is reshaping the fashion sector. The session, scheduled for March 7 at 2:30 PM CT, will explore the critical role of Digital Product Passports (DPPs) and transparent material tracking in strengthening consumer trust and corporate accountability.

Fashion Transparency and Circularity: A Call for Honest Marketing

For years, fashion transparency and circularity have lacked credibility due to unverified claims. These misleading statements often confuse consumers and investors. However, industry leaders argue that transparency is no longer optional—it’s a business necessity.

“Transparency in sustainability claims and reporting is simply a business imperative,” said Logan Duran, VP of ESG and Sustainability at Tapestry. “Brands that ground communication in facts and not promises build stronger trust with their customers, investors, and stakeholders. Companies that prioritize transparency and data-driven accountability can drive real environmental impact while ensuring they meet the rising expectations for corporate responsibility.”

The Role of Data in Driving Change

Modern technology is making supply chain transparency more accessible. Digital Product Passports (DPPs) are transforming the industry. They provide consumers with verifiable insights into a product’s origin, materials, and environmental footprint.

“For years, adidas has increased the use of recycled materials in our products, incorporated third-party certified cotton, and ensured our leather meets the highest standards set by the Leather Working Group,” said Sigrid Buehrle, SVP Sustainability and ESG at adidas. “However, tracking material information from raw material to finished products requires robust data and systems. Providing transparent product information is critical to adidas because it builds trust and credibility with consumers and stakeholders.”

This shift towards data-driven decision-making is essential as regulatory bodies tighten scrutiny on sustainability claims. The European Union’s proposed Green Claims Directive, for example, will hold brands accountable for sustainability statements. Consequently, verified data will become a necessity rather than a choice.

Fashion Transparency and Circularity: A Path Forward

TrusTrace, a leader in supply chain traceability solutions, is driving this transformation. The company provides brands with tools to digitize and standardize material traceability.

“We’re on the verge of a major shift in the fashion industry,” said Anja Sadock, SVP of Marketing at TrusTrace. “Advancements in technology and AI have made data-driven transparency more accessible than ever, unlocking new opportunities to drive real impact, strengthen consumer trust, and empower shoppers to make more sustainable choices.”

By leveraging AI and real-time data, TrusTrace helps brands track and verify materials from raw sources to finished products. This capability is instrumental in combating greenwashing. It also ensures that sustainability commitments rely on tangible evidence.

Consumer Trust and the Future of Fashion Transparency and Circularity

Consumers today are more informed and skeptical than ever. They demand greater accountability from brands. Brooke Roberts-Islam, founder of TECHSTYLER and a senior contributor at Forbes Sustainability, will moderate the SXSW panel. She will guide the conversation on how brands can navigate this evolving landscape.

“Fashion marketing has long been marred by unsubstantiated and confusing sustainability claims. Brands now have an obligation—and a powerful opportunity—to share evidence-based sustainability information to empower consumers, level the playing field, and rebuild trust,” Roberts-Islam emphasized.

With increasing legislative and consumer pressure, brands that fail to adopt transparent, data-backed sustainability strategies will struggle. The SXSW 2025 discussion will provide industry leaders with valuable insights on embracing this shift. The future of fashion transparency and circularity must focus on honesty, accountability, and sustainable innovation.

For those interested in attending the panel, registration is now open. Visit SXSW’s official website for more details.