In the aftermath of COVID-19 lockdowns, stark tensions and contradictions have arisen in many parts of the world. Behavioural tensions and responses range from empathy and a growing sense of community to a “me first” attitude of self-interest; from a “more is less” approach to consumption to indulgence spending and comfort clutter. Consumer behaviours towards sustainability in fashion are characterised by a tension between opposing trends, especially in an age of overconsumption: are shoppers holding brands accountable for their ethics or are price and convenience still driving consumption? Is a 'structural shift' in the industry really happening or were these pledges mostly PR stunts in the wake of 2020’s big focus on social causes worldwide?