There has been a lot going down in the sustainable fashion world, and it's mostly a bit uncomfortable. Accreditations such as 'Made in Italy' and B Corp are showing to be untrustworthy, supply chain and data exploitation, and an AI generated model in the world's leading fashion magazine.

In case you missed it, the latest issue Vogue 2025 features an AI model in an advert for the first time, and the internet has popped off...

Wth increasing exposés on quality and supply chains, many people are losing trust in luxury fashion brands.

Irigai is a branding intelligence studio rooted in strategy, sustainability, and soul. We partner with emerging and established brands across fashion, beauty, lifestyle, and design - with one common thread: future-facing.