Conscious
What
Conscious
Actually Means
“Conscious fashion” suggests more intentional, mindful decision-making—but has no technical criteria.
How Brands Commonly Use It
Used for marketing collections that are only marginally better than the main line.
Why It’s Misleading
Implies sustainability without proof
Often used without material or factory data
Shezaar’s Interpretation
We treat “conscious” strictly as marketing unless tied to real environmental or labor improvements.
✔ Clear explanation of improvements
✔ Materials used
✔ Certifications
✔ Supply chain transparency
