Features of the Popularization and Promotion of the Phenomenon of Eco-Friendly Fashion

This research is aimed to analyze the phenomenon of eco-friendly fashion, and the features of popularization and promotion of this trend. The fashion world is rapidly developing and produces a huge number of products every month, which in turn leads to the accumulation of textile waste and the reduction of natural resources. The desire to save our planet from a serious environmental disaster has led to new ideas and solutions for alternative clothing consumption. Among consumers of our country, the desire of a conscious attitude to the purchase of things is not very common, despite the statistics of textile waste, which increases every year. The study noted a low level of knowledge about a sustainable approach in the fashion segment among residents of Moscow and St. Petersburg. Thus, the main barrier is the lack of knowledge in the field under study, which in turn requires competent educational projects, especially from the government. A set of measures aimed at informing the public will help to promote eco-fashion and, consequently, preserve environmental resources.