Sustainability and fashion were initially seen as strange bedfellows but in reality, the fashion industry is leading the way in the change process. This is due to the ability of those in the industry to adapt to changing circumstances very quickly and easily. As fashion itself changes every season, the people in the industry are highly adaptable and resilient. Giving them the ability to assemble all the salient facts into a coherent system of application before other industries. People in fashion have their finger on the pulse of public sentiment and are aware of changing trends before most. They also have generally more of a holistic approach to business, in that they see beyond the financial and as an art form fashion is in itself is the bottom line. A new cohort of designers who trained during this recent recession have developed a different perspective on the materials used in fashion. During the recession materials and finance were hard to find. These new designers looked to use recycled material, while still maintaining their individuality and artistic flair. This frugal use of resources morphed into an ability to develop cutting edge fashion in a sustainable way. Fashion designers are very in touch with the vanguard of art and self-expression. They have an exponential effect on modern life which cannot be quantified but should not be underestimated. They have developed the whole concept of sustainability in business from its infancy, Stella McCartney was the forerunner of the designers who developed their designs while incorporating the sustainability model into the very heart of their business model. Since she developed her designs, Stella McCartney has been an advocate for change for better business. She has been followed by Versace, Micheal Kors, Calvin Klein, Tommy Hilfiger, Armani and Gucci. Who have committed to a more sustainable future and have brought out their sustainability programmes in the last two years. Within the fashion industry it has developed into a Megatrend, which is now of huge financial benefit to the industry. Green trade in the US is estimated to be worth 2 Trillion Dollars in 2020. Marks and Spencers are working to plan A, which it developed early in this decade up until 2020. They have recently announced the Plan A 2025, which integrates the sustainability concept even further into the business plan. This has benefited M&S to the tune of 188 Million pounds per annum. This is somewhat counter-intuitive in that the increased cost of production of the product in a truly sustainable manner would affect the profit margins but it seems that the public wants sustainability and is willing to pay for it. The public is highly educated and aware of the issues of the environmental impact of fashion material production and labour issues. The millennial generation is highly motivated by a good cause and they are the future of consumers. A recent study showed that 34% of millennial’s are more persuaded by sustainability than by price or convenience. There are fully integrated business models, which developed sustainability as the primary concept such as Ninety Percent, a fashion label which gives 90% of its profits to charity. These will become more commonplace as time progresses.