Australian-American fashion retailer Princess Polly has achieved B Corp certification, a recognition of its commitment to social and environmental responsibility. This milestone has prompted discussions about the compatibility of fast fashion business models with rigorous sustainability standards. B Corp certification, awarded by the non-profit organization B Lab, signifies adherence to strict benchmarks in social and environmental performance, accountability, and transparency. Companies must achieve a minimum score of 80 out of 200 on the B Impact Assessment to qualify. Princess Polly's reported B Impact score was 86.8, reflecting its efforts in governance, worker treatment, community engagement, environmental impact, and customer welfare.
Princess Polly has implemented several sustainability initiatives, including sourcing approximately 30% of its new arrivals from lower-impact materials such as organic cotton and recycled polyester. The brand also collaborates with its supply chain partners to reduce carbon emissions and promote circularity. By the end of 2023, the company reported diverting 57% of its waste from landfills across its Australian and US operations and has installed solar panels at its headquarters. However, the core characteristics of the fast fashion industry, namely rapid production cycles and frequent new product drops, have led some industry commentators and sustainability advocates to question the genuine alignment with overarching sustainability goals. Critics highlight the business model's inherent reliance on overproduction and overconsumption, which can contribute to environmental strain. A report from the Apparel Impact Institute attributes a significant portion of the apparel industry's emissions increase to ultra-fast fashion practices. Some experts also express concern that B Corp certification, while valuable, may not fully capture the nuances of a fast fashion business model, potentially leading to consumer confusion or perceptions of greenwashing. B Lab acknowledges these discussions, emphasizing the importance of transparency and continuous improvement within the B Corp community, stating that certification is holistic and evaluates the entire business. B Lab is reportedly rolling out new, more rigorous standards in the coming years, which may include stricter requirements for climate action, environmental stewardship, and circularity. Princess Polly's journey towards B Corp certification highlights the evolving landscape of corporate responsibility in the fashion industry, underscoring the complexities of balancing trend-driven commerce with deep-rooted sustainability practices.