Kering’s Water-Positive Strategy: A Response to Consumer Power and a Turning Point in Fashion

Fashion's Water Reckoning

Water is fashion’s hidden cost — and it’s finally being called out. From growing cotton to dyeing and finishing fabrics, the industry consumes 93 billion cubic meters of water annually, pollutes rivers, and harms communities worldwide. And yet, water remains the least-discussed crisis in fashion sustainability.

But that’s changing — and fast.

In April 2025, Kering Group — the luxury powerhouse behind Gucci, Saint Laurent, and Balenciaga — launched a groundbreaking Water-Positive Strategy. Their goal? To restore more water than they use by 2050. And while this move signals bold leadership, it's also a reaction to something deeper:

Kering’s revenue is down 14% in Q1 2025. Consumers are demanding better. And luxury is finally catching up to values-driven buying.

Why Water? Why Now?

Producing a single cotton t-shirt requires 2,700 liters of water — the same amount a person drinks in 2.5 years.

Meanwhile:

• Textile dyeing causes 20% of global industrial water pollution.
• Garment factories discharge untreated chemicals into rivers.
• Synthetic materials release microplastics into oceans.

In countries like Bangladesh, India, and China, where much of the world’s fashion is made, water scarcity and pollution are more than an environmental issue — they’re a humanitarian crisis.

As sustainability becomes a non-negotiable for shoppers, water has emerged as the next frontier.

Inside Kering’s Water-Positive Strategy

Kering’s initiative isn’t just symbolic — it’s systemic. Here’s what the plan includes:

 - Regenerative Raw Materials – Supporting farming methods that restore soil health and use less water, especially for cotton.

 - Water Resilience Labs – Creating 10 labs in freshwater-stressed regions by 2035 to protect biodiversity and community access.

 - Clean Processing – Investing in technology to reduce water use in dyeing, finishing, and fabric production — often the dirtiest steps in fashion.

 - Radical Transparency – Working with science-based targets and the UN’s CEO Water Mandate to track and share progress.

This is a wake-up call for the industry: sustainability isn’t just a side initiative — it’s survival.

What This Really Means

This isn’t just about Kering — it’s about us. The fashion system is reacting to consumer pressure:

• Shoppers are choosing brands that align with their values.
• Fast fashion fatigue is growing.
• Purpose-driven purchases are on the rise.

The 14% drop in revenue? It’s not a dip. It’s a signal.

Luxury shoppers are now conscious consumers. And their voices are shifting boardroom decisions.

At Wild Fabrik, We’ve Been Ready

While legacy brands pivot toward sustainability, Wild Fabrik was founded with it.

Our collections feature:

• Low-water fabrics like organic cotton and hemp
• Plant-based dyes and closed-loop systems
• Transparent sourcing from artisan brands around the globe

We believe fashion should give more than it takes — for people, planet, and future generations.

We also educate our community on water-wise habits:

• Wash less, wash cold
• Choose quality over quantity
• Support brands that protect our ecosystems

Your Role in This Shift

You, the conscious shopper, are the reason this change is happening.

Every time you choose ethical fashion, you tell the industry: 

- Exploitation isn’t stylish Clean water matters  - Fashion can be both beautiful and responsible

Luxury isn’t dying — it’s evolving. And we’re here for it.

The Future of Fashion Is Water-Conscious

Kering’s strategy is just the beginning. From big luxury to emerging designers, brands will be forced to rethink their impact. Because the future of fashion depends on the health of our planet’s water systems.

Wild Fabrik is proud to stand on the side of accountability, sustainability, and action.

Ready to join the water-conscious fashion movement?

Explore brands that care at wildfabrik.co