A Vogue cover story is usually a landmark milestone for public figures, whether it's Beyoncé, Kim Kardashian or Kate Middleton. For Greta Thunberg, however, it's her latest opportunity to call out the hypocrisy of the fashion industry when it comes to sustainability.
The climate activist was recently revealed as the cover star for Vogue Scandinavia, a major moment for the young leader. She's pictured dressed in a diaphanous yellow floral dress and oversized beige trench coat, sitting against some trees and petting a horse, shot by photographer Alexandrov Klum.
But true to form she has used the platform to spread awareness on climate change. In the interview, Greta revealed that she last bought a new item of clothing three years ago, and even then it was secondhand. "I just borrow things from people I know", she added.
In a post about the cover, she was emphatic about the damage done to the environment by the fashion industry. She wrote: "The fashion industry is a huge contributor to the climate-and ecological emergency, not to mention its impact on the countless workers and communities who are being exploited around the world in order for some to enjoy fast fashion that many treat as disposables.
"Many are making it look as if the fashion industry are starting to take responsibility, by spending fantasy amounts on campaigns where they portray themselves as "sustainable", "ethical", "green", "climate neutral" and "fair"."
She continued that this is by and large nothing more than "pure green washing". "You cannot mass produce fashion or consume "sustainably" as the world is shaped today. That is one of the many reasons why we will need a system change."
She also spoke about the misconception around climate activists, that they are "negative and pessimists and we are just complaining, and we are trying to spread fear". "But that's the exact opposite", she continued.
"We are doing this because we are hopeful, we are hopeful that we will be able to make the changes necessary."
