At SXSW 2025, industry leaders from adidas, Tapestry, and TrusTrace will discuss how transparent data and digital tools are enabling a new era of honesty and circularity in fashion marketing, driving trust and sustainable consumer behavior.

At SXSW 2025, a panel titled “Honest Marketing and Circularity: A New Era for Fashion” will spotlight the evolving landscape of sustainability in the fashion industry, emphasizing the critical role of transparent data and Digital Product Passports. Scheduled for March 7th at 2:30 PM CT on opening day, this session will feature prominent industry leaders discussing how data-driven transparency can reshape consumer-brand relationships and promote environmentally conscious purchasing.

The panel will bring together Sigrid Buehrle, Senior Vice President of Sustainability and ESG at adidas; Logan Duran, Vice President of ESG and Sustainability at Tapestry; Anja Sadock, Senior Vice President of Marketing at TrusTrace; and Brooke Roberts-Islam, founder of TECHSTYLER and a Forbes senior contributor on sustainability, who will serve as moderator.

Sigrid Buehrle of adidas highlighted her company’s commitment to sustainable materials, 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 further explained the necessity of robust data systems to track material information from raw inputs to finished products, noting 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.”

Logan Duran of Tapestry underscored the business imperative of transparency in sustainability, emphasizing that “brands that ground communication in facts and not promises build stronger trust with their customers, investors, and stakeholders.” He added, “Companies that prioritize transparency and data-driven accountability can drive real environmental impact while ensuring they meet the rising expectations for corporate responsibility.”

Anja Sadock of TrusTrace reflected on technological advancements shaping the industry, stating, “We’re on the verge of a major shift in the fashion industry. 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.”

Moderator Brooke Roberts-Islam pointed to the challenges of past marketing practices, saying, “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.”

This panel aims to provide valuable insights into how transparency and verified data can help fashion brands meet growing demands for corporate responsibility while enabling consumers to make more informed and sustainable purchasing decisions. Registration for the event is currently open.

Source: Noah Wire Services