Adidas, Tapestry, and TrusTrace will discuss transparent marketing and circularity in fashion at SXSW 2025, featuring insights on consumer trust and sustainability.
In a significant advancement towards sustainable fashion, TrusTrace, adidas, and Tapestry are joining forces to present a noteworthy panel at the upcoming South by Southwest (SXSW) 2025. The session, titled “Honest Marketing and Circularity: A New Era for Fashion,” is scheduled for March 7 at 2:30 p.m. CT, marking the opening day of the festival in Austin, Texas. This panel aims to address the crucial role of transparent data in guiding consumers toward more environmentally responsible purchases, highlighting the importance of Digital Product Passports in enhancing brand-consumer interactions.
The panel will feature prominent figures in sustainability from the fashion industry, including Sigrid Buehrle, senior vice president of Sustainability and ESG at adidas; Logan Duran, vice president of Environmental, Social and Governance (ESG) and Sustainability at Tapestry; Anja Sadock, senior vice president of Marketing at TrusTrace; and moderator Brooke Roberts-Islam, the founder of TECHSTYLER and a contributor on sustainability for Forbes.
Buehrle emphasized adidas’s long-standing commitment to sustainability, stating, “For years, adidas has been dedicated to increasing the use of recycled materials in our products, incorporating third-party certified cotton and ensuring our leather is processed to the highest standards set by the Leather Working Group.” She noted the necessity of tracking material information throughout the supply chain, asserting that “providing transparent information about our products is of utmost importance to adidas, as we know that it drives trust and credibility with consumers and other stakeholders.”
Duran from Tapestry reinforced this sentiment by addressing the connection between transparency and consumer trust. He remarked, “Transparency in sustainability claims and reporting is simply a business imperative” and added that brands assigning importance to factual communication can foster stronger relationships with customers and stakeholders while making real environmental contributions.
Sadock highlighted an impending transformation within the fashion industry, citing technological and AI advancements that enhance data-driven transparency. “We’re on the verge of a major shift in the fashion industry,” she said, suggesting that these developments could lead to opportunities that bolster consumer trust and promote sustainable shopping choices.
In her role as moderator, Roberts-Islam aims to steer the conversation towards how brands can effectively manage the intricacies of sustainability and consumer expectations. She stated, “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 re-build trust.”
The insights shared during this panel are expected to contribute to the ongoing dialogue around transparency and sustainability in the fashion sector, showcasing how brands are adapting to enhance their engagement with environmentally conscious consumers. Registration for the event is currently open, with anticipation building around the pivotal discussions that will unfold at SXSW 2025.
Source: Noah Wire Services
