Iffah Konain
Software and Business Student | Community Leader | AI Consulting and M365 Solutions Intern, UAE
2. How can governments in the region encourage sustainable fashion practices through policy, incentives, and consumer awareness campaigns?
Governments can play a pivotal role in advancing sustainable fashion by creating purposive policies and incentives that encourage eco-friendly production, ethical sourcing, and circular business models. Consumer Awareness should be prioritised by driving social, financial and ecological transformation through thought leadership efforts and resolute partnerships with NGO’s, organisations and sustainability groups for contest and workshops. Ensuring fair wages and ethical conditions for artisans while preserving cultural heritage and highlighting the benefits of extending sustainable fashion practices by leveraging circular fashion to tap into the growing resale markets can prove to be a valuable asset to all entities involved. Campaigns that speak directly to the youth; in their voice, at their spaces of learning and creativity such as universities and institutes can foster long-term cultural shifts. Instead of complex jargon, the message should be relatable, action-oriented, and aspirational. I vehemently believe that the media also has the power to amplify this change, particularly when campaigns focus on themes like women’s empowerment, community-driven initiatives, and impact-based storytelling. Just as it is imperative for industry-leaders to support the government in these initiatives to gain community trust; positioning young people at the heart of policies and awareness efforts is also key, as their influence and creativity can redefine the future of fashion in the region and the world.
2. How can the Middle East fashion sector balance rapid growth with sustainable practices, particularly in luxury and fast fashion?
As fast fashion continues to expand, the Middle East fashion sector has an opportunity and responsibility to balance growth with sustainability. Industry leaders must prioritize sustainable practices by scaling the adoption of bio-based and circular materials, while keeping fashion accessible and affordable. Luxury brands, in particular, can redefine their legacy by embracing “circular luxury”, preserving timeless quality while integrating sustainability pillars such as ethical production, waste reduction, and transparency on environmental impact.
To achieve this balance, frameworks aligned with global standards should guide industry practices, while consumer awareness campaigns drive a cultural shift toward conscious fashion. Being agile and trend-responsive may be the need of the hour, however being sustainably responsible towards the community and the environment is the need of the second. A shift in both business models and consumer mindsets with measurable impact metrics will be essential to ensure growth that is both innovative and responsible.
1. What role do you see secondhand markets and sustainable fashion startups playing in the region?
Secondhand markets and sustainable fashion startups are essential drivers of change in the fashion industry. They not only extend the lifecycle of clothing but also create space for innovation and community engagement. These startups have the potential to become leaders in shaping the region’s sustainable fashion future, their success can inspire other ventures and individuals to recognise the importance of longer product lifespans. By promoting the timeless beauty of clothing rather than disposability, they can help shift consumer mindsets toward more conscious choices. To maximize their impact, they should be given both financial and social support, along with platforms to showcase their ideas. Established fashion players can further strengthen this movement by collaborating with and endorsing these startups, providing validation and trusted backing that helps scale sustainable practices across the region.
4. How can the fashion industry scale the adoption of bio-based and circular materials while remaining affordable and accessible to consumers?
To scale the adoption of bio-based and circular materials while keeping fashion affordable and accessible, the industry must rethink its entire value chain. Affordability doesn’t mean cutting corners—it means designing smarter systems that benefit both people and the planet.
Invest in innovation at scale: Bio-based fibers from algae, fungi, and agricultural waste are becoming more cost-effective thanks to biotech advances and regenerative farming. Scaling production reduces unit costs and makes these materials competitive with synthetics.
Build circular infrastructure: Repair, resale, rental, and recycling models—especially when supported by digital tools like product passports—extend product life and reduce waste. This lowers the overall cost for consumers while promoting sustainability.
Collaborate across sectors: Partnerships between brands, suppliers, governments, and tech platforms can unlock shared resources and reduce duplication. Pre-competitive collaboration, like the Circular Fashion Partnership, shows how collective action can drive systemic change.
Educate and engage consumers: Transparency and storytelling matter. When consumers understand the environmental impact and value of circular fashion, they’re more likely to support it—even at a slightly higher price point.