24 March 2025
Denim brands leading the way in a more sustainable fashion
- COSH! Member Publicity
- Lifestyle
Santa’s checking his list — and some of these brands are getting nothing but coal this year! In the spirit of Christmas, we’re diving into the most naughty fashion and beauty scandals of 2024. From questionable ethics to outright greenwashing, these brands made headlines for all the wrong reasons.
But here’s the twist: we’ll give you three juicy clues about each brand, and it’s up to you to guess who they are!
1. A billion-dollar brand With zero transparency
Clues:
Launched a controversial ad in 2023 that bizarrely promoted a “nipple bra.”
Scored 0/150 in a major accountability report on ethics and sustainability in 2024.
Its billionaire owner is one of the most influential celebrities of the decade.
Answer: SKIMS
SKIMS, the shapewear brand owned by Kim Kardashian, earned widespread criticism this year. The 2024 Remake Fashion Accountability Report gave it the lowest possible score of 0/150, tying it with notorious offenders like SHEIN. The report exposed SKIMS’ lack of transparency in disclosing labour practices and environmental impact. Despite its high-profile image of inclusivity, the brand has been accused of exploiting garment workers in countries like Bangladesh and Vietnam, where workers are reportedly paid below a living wage.
The scandal reignited outrage over SKIMS’ marketing tactics, especially the infamous “nipple bra” ad from 2023, which many called misogynistic and tone-deaf. Despite Kardashian’s statements about her commitment to inclusivity and empowerment, her silence on labour rights drew backlash from feminist and sustainability advocates alike. Online campaigns like #PayYourWorkers trended on social media, urging SKIMS to make changes, but the brand remains unresponsive. Activists like Ayesha Barenblat (Remake’s CEO) criticized the brand for mocking climate shocks that are too real in order to sell more fossil fuel-based products.
2. The soap brand with a dirty secret
Clues:
Continues to rely heavily on non-recyclable plastic sachets in its products.
Targeted by Greenpeace in a dramatic protest against the hypocrisy.
Its sustainability claims are often criticized as “greenwashing.”
Answer: Dove
Dove, the star of Unilever’s portfolio, faced significant backlash in 2024 despite its ongoing “Real Beauty” campaign. Greenpeace staged an eye-catching protest in London outside Unilever’s headquarters to highlight the company’s production of 6.4 billion single-use plastic sachets annually. The organization accused Unilever of being one of the largest contributors to plastic pollution in Southeast Asia, where much of the plastic waste from Dove products ends up in the oceans.
Sustainable beauty advocate Venetia La Manna called out Dove for its performative campaigns that push self-love while damaging the planet. In an Instagram post, La Manna said, “they’ve been fuelling environmental disaster in the Global South that disproportionately harms the young women and girls they claim to champion”.
3. The ‘reformed’ lingerie giant that fell flat
Clues:
Promised inclusivity in its long-awaited 2024 fashion show.
Known for its history of objectifying women .
Still struggling with its past ties to Jeffrey Epstein.
Answer: Victoria’s Secret
Victoria’s Secret’s much-hyped 2024 Fashion Show was supposed to mark a new era for the brand, but it ended up fuelling more controversy. Despite claims of inclusivity, the show featured predominantly thin, white, cisgender models, with very little representation of plus-size or disabled women. Body positivity advocates like Jameela Jamil and Stephanie Yeboah condemned the show, with Jamil getting in a twitter feud with a Victoria’s Secret model about working for a transphobic, fat phobic company.
Additionally, the brand failed to address the fallout from its ties to Jeffrey Epstein, who was closely associated with former CEO Leslie Wexner. Wexner’s involvement in Epstein’s financial dealings remains a stain on the brand’s image.
4. The beauty giant that looks good but behaves badly
Clues:
Linked to child labour scandals in its jasmine supply chain.
Promoted sustainability goals but faced accusations of “woke-washing.”
Activists claimed its green beauty initiatives were overstated and vague.
Answer: L’Oréal Paris
L’Oréal Paris faced a major scandal in 2024 when a BBC investigation uncovered child labour practices in the jasmine supply chain used for its luxury perfumes. The exposé revealed children as young as 10 working in hazardous conditions in Egypt to harvest the jasmine flowers essential for high-end fragrances. While L’Oréal quickly issued a statement claiming it had addressed the issue before the report aired, critics argued the company had not done enough to ensure ethical practices in its supply chain.
Groups like Ethical Consumer also criticized L’Oréal for their toxicity, giving them their worst rating on toxics. They also received the worst animal rating for continuing to sell products in China, where it is required by authorities to test on animals.
5. The hipster retailer that can’t shake its controversial past
Clues:
Known for greenwashing in one of its “sustainable” lines.
Known for cultural appropriation.
The CEO’s political donations sparked outrage within the LGBTQ+ community.
Answer: Urban Outfitters
Urban Outfitters continued to face criticism in 2024 for its reliance on unsustainable production practices and its history of cultural appropriation. The company’s “Urban Renewal” line, which it markets as sustainable, was revealed to have limited impact on overall inventory, with less than 1% of its products coming from truly upcycled materials. PETA led protests against Urban Outfitters targeting their use of animal-derived materials.
Additionally, the retailer came under fire for releasing products that used Native American-inspired designs without proper acknowledgment or compensation to Indigenous creators. Labour rights groups also accused Urban Outfitters of continuing to rely on unethical labour in its supply chain. The brand also scores very low on transparency by Good On You.
6. The tech giant that slows you down
Clues:
They made your phone mysteriously slower right before the next model launched.
Sued for sneaky tricks that made customers spend more money.
Tech nerds and activists demand they let people fix their own devices.
Answer: APPLE
Apple landed on the naughty list in 2024 after being sued in Belgium for planned obsolescence — a tactic where older iPhone models are intentionally slowed down with software updates to push users into buying newer ones. This lawsuit stirred up conversations about the EU’s Right to Repair Directive, which aims to empower consumers to repair their devices instead of replacing them. Critics have long accused Apple of prioritizing profits over sustainability, and this lawsuit only solidified its place on 2024’s naughty list
7. The British Retailer Exporting Waste to Ghana
Clues:
They’re a British household name in retail.
Their products contribute to pollution in Ghana.
Activists accused them of “textile colonialism.”
Answer: Marks & Spencer
In 2024, Marks & Spencer faced backlash for its role in Ghana’s textile waste crisis. According to The OR Foundation, second-hand clothing from M&S and other Western retailers was dumped in Ghana under the guise of charitable donations. Activists called this practice “textile colonialism,” as it undermines local businesses and contributes to significant environmental pollution. Vast amounts of unsellable clothes clog Ghana’s landfills and waterways, exacerbating both economic and environmental crises in the region. Activists demanded accountability from retailers like Marks & Spencer for their role in this exploitative cycle.
8. Wonka’s chocolate factory with a toxic secret
Clues:
They faced a class-action lawsuit for unsafe levels of lead in their products.
Their factory safety standards are under scrutiny.
They’re known for producing premium chocolate.
Answer: Lindt
In 2024, Lindt became the centre of controversy after facing a class-action lawsuit alleging that its chocolate contained elevated levels of lead. Advocacy groups highlighted that, despite its reputation for premium quality, Lindt failed to ensure that its products met acceptable safety standards. To make matters worse, a factory explosion at one of Lindt’s facilities raised questions about the company’s workplace safety protocols, putting even more pressure on the chocolatier to address its ethical failings.
9. The “eco-friendly” fashion line that isn’t very friendly
Clues:
They advertise sustainable clothing but are tied to deforestation in Brazil.
Their suppliers are linked to human rights abuses.
Activists disrupted one of their European distribution centers.
Answer: ZARA
Zara, came out with its “Join Life” eco-friendly clothing line, landing on the naughty list in 2024 after investigations revealed that its cotton sourcing was linked to illegal deforestation and land grabbing in Brazil’s Amazon rainforest. Reports also connected Zara’s suppliers to forced labour and unsafe working conditions. Activists from the Clean Clothes Campaign (CCC) staged protests at Zara’s European distribution centres, calling out the brand for greenwashing while ignoring its destructive supply chain practices. Inditex, Zara’s parent company, was also accused of filing unfair criminal charges against workers demanding fair wages.
10. The Sportswear brand with a wage theft problem
Clues:
They’ve been accused of exploiting migrant workers in their supply chain.
Wage theft and unsafe conditions were uncovered in their factories.
They’re one of the biggest names in athletic gear.
Answer: Nike
Nike once again made headlines in 2024 for unethical practices in its supply chain. Investigations revealed cases of wage theft at the Hong Seng Knitting Factory in Thailand, which produces clothing for the brand. Migrant workers reported being denied overtime pay and subjected to dangerous working conditions. Advocacy groups like the Clean Clothes Campaign accused Nike of exploiting vulnerable workers and prioritizing profits over ethical labor practices. Despite public backlash, Nike’s response was criticized as insufficient, earning the brand a spot on 2024’s naughty list.
Conclusion
This holiday season, take a moment to consider the ethical practices of the brands you’re supporting. These companies may have the glitz and glamour, but their scandals prove that fame doesn’t always equal fairness. From environmental destruction to human rights abuses, 2024 has shown us why holding companies accountable is more important than ever. Let’s hope that next year, more brands will move from naughty to nice — by making real changes that benefit workers, the planet, and consumers alike.
Bibliography-
- The Brussels Times. Planned obsolescence: Apple sued for deliberately slowing down iPhones in Belgium. Retrieved from: https://www.brusselstimes.com
- Sourcing Journal. Textile Waste Colonialism: Marks & Spencer and others under fire for polluting Ghana. Retrieved from: https://sourcingjournal.com
- The OR Foundation. Fast Fashion’s Waste Colonialism in Ghana. Retrieved from: https://theor.org
- Euronews Green. Zara and H&M linked to land-grabbing and deforestation in Brazil. Retrieved from: https://www.euronews.com
- Clean Clothes Campaign. Crackdown on protesting Zara workers highlights supply chain exploitation. Retrieved from: https://cleanclothes.org
- SupplySide Food & Beverage Journal. Lindt Chocolate faces lawsuit over elevated lead levels. Retrieved from: https://www.supplysidefbj.com
- Reuters. Factory explosion puts safety concerns in the spotlight. Retrieved from: https://www.reuters.com
- Clean Clothes Campaign. Nike and the abuse of migrant workers in Thailand. Retrieved from: https://cleanclothes.org
- BuzzFeed News. Skims nipple bra backlash: Why some called it insensitive. Retrieved from: https://www.buzzfeed.com
- Greenpeace. Fast fashion and greenwashing: The false promises of sustainability. Retrieved from: https://www.greenpeace.org
- The New York Times. Victoria’s Secret Fashion Show returns, but inclusivity still lags. Retrieved from: https://www.nytimes.com
- NPR. Rebranding failure: Victoria’s Secret struggles to stay relevant. Retrieved from: https://www.npr.org
- The Guardian. Dove’s ad campaigns face backlash for environmental impact. Retrieved from: https://www.theguardian.com
- Venetia La Manna (YouTube). Why Dove isn’t as ethical as you think. Retrieved from: https://www.youtube.com
- Ethical Consumer. L’Oréal and the ethics of beauty giants. Retrieved from: https://www.ethicalconsumer.org
- Fast Company. Urban Outfitters: Why the resale claims don’t add up. Retrieved from: https://www.fastcompany.com
- The Independent. Urban Outfitters faces greenwashing allegations. Retrieved from: https://www.independent.co.uk
