Princess Polly’s new B Corp status undermines the credibility of the certification

Princess Polly recently received B Corp certification, an acknowledgement aimed at recognising high social and environmental performance. However, RMIT experts argue that granting this to an ultrafast fashion brand undermines the certification's value for other sustainable fashion companies.

Dr Harriette Richards, Senior Lecturer, School of Fashion and Textiles

"The B Corp certification of Princess Polly is disappointing because it undermines the value and credibility of the accreditation.

"It demonstrates the value of the ‘sustainability’ label as a marketing tool as Princess Polly attempts to position itself as distinct from other ultrafast fashion brands such as Shein by claiming that they are sustainable.

"While they may use more environmentally friendly materials than some of its ultrafast fashion counterparts, the reality is that their business model, which relies on overproduction and overconsumption, is unsustainable."

Dr Jon Hewitt, Lecturer, School of Fashion and Textiles

"Accrediting a brand with questionable sustainability and ethical credentials can increase consumer scepticism, which may undermine trust in genuinely committed fashion brands.

"Certification is an important part of communication strategies for fashion-based social enterprises that are built on ethical principles, however, when the same accreditation is used to certify an ultrafast fashion brand, it risks becoming meaningless.

"B Lap (the parent organisation of B Corp) has recently announced that new standards, with far more rigor, will be rolled out in the coming years, so the hope is that this change in the certification system will help B Corp become more meaningful."

Related News

RMIT and Moeve advance their collaboration to support energy transition

The partners marked a milestone event in Madrid, highlighting joint research activity and opportunities for future collaboration.

As temperatures rise, inequality deepens

Earlier this year, RMIT Europe and the Urban Land Institute (ULI) Spain invited experts to Barcelona to explore the growing tension between extreme heat and housing.

Beginning but not alone. RMIT's graduating cohort of teachers step into the profession with the sector behind them

Successful alumni, school leaders and sector partners joined RMIT's graduating teachers at the Beginning Teacher Conference, where they sharpened their interview skills and celebrated reaching the finish line of their degrees.

RMIT recognised at 2026 Good Design Awards

Eight projects featuring RMIT design research, outcomes and collaborations have been honoured at the 2026 Australian Good Design Awards.

Acknowledgement of Country

RMIT University acknowledges the people of the Woi wurrung and Boon wurrung language groups of the eastern Kulin Nation on whose unceded lands we conduct the business of the University. RMIT University respectfully acknowledges their Ancestors and Elders, past and present. RMIT also acknowledges the Traditional Custodians and their Ancestors of the lands and waters across Australia where we conduct our business - Artwork 'Sentient' by Hollie Johnson, Gunaikurnai and Monero Ngarigo.

More information

Princess Polly’s new B Corp status undermines the credibility of the certification