Revolutionising more sustainable packaging in fashion & lifestyle

Packaging doesn’t always get the spotlight, but it should as it’s the first thing customers see. And today, it has a lot more to prove. Protection is essential. But today’s packaging must also be more sustainable, stylish and smart enough to keep regulators, customers, and the planet happy. No pressure, right? Let’s unwrap what the future of fashion & lifestyle packaging looks like.

Want a deep-dive into packaging without reading it all? Watch our interview with David Fischer, Director of Logistics Sustainability & Packaging at Zalando.

New regulations are rolling out across Europe. Brands must rethink packaging solutions without compromising protection, cost or customer experience. What used to be a backroom decision is now a brand-level conversation.

Navigating Europe’s tightening rules on packaging

If you’re in the fashion and lifestyle business, packaging isn’t just about aesthetics – it’s about compliance. The European Union’s Packaging and Packaging Waste Regulation (PPWR) is rewriting the rules, demanding that all packaging be fully recyclable by 2030.

Sounds simple?

Think again. Brands must also meet reuse and refill targets, follow harmonised labelling standards, and take full responsibility for the entire lifecycle of their packaging under Extended Producer Responsibility (EPR)​.

That means no more overpacking, no more excessive plastics, and no more vague “recyclable” claims.

Why sustainable packaging is a balancing act

For brands, more sustainable packaging is like a three-legged stool: it needs to balance regulatory compliance, cost-effectiveness and product protection.

But with material costs rising and supply chain disruptions throwing curveballs, brands are under pressure to do more with less​. And while recycled paper sounds like an easy win, it’s not always the perfect solution. Plus, not all recycling infrastructures are created equal; what works in Germany might flop in France​.

Packaging is often overlooked, but when done right, it can be a game-changer. Less waste, lower costs, happier customers – what’s not to love?

Smart design doesn’t just shrink a brand’s environmental footprint; it also makes logistics smoother and expenses lighter. And with more than 50% of EU shoppers willing to pay extra for more sustainable delivery, the demand is clear (source: Seven Senders).

Cutting down on packaging isn’t just about looking good on a sustainability report. It’s about efficiency as well. Zalando’s smarter box sizing has reduced material use by 20%, proving that thoughtful design pays off​. But it’s not just about waste. Less material means lower production costs, lighter shipments that cut transport fees, and better packaging design that saves storage space. Zalando’s refinements alone cut 919 metric tonnes of plastic per year​. That’s already a step towards more sustainability with a cost-saving bonus. 

Even the unboxing experience matters. A package that’s eco-friendly and visually appealing has a higher chance of making it to social media. 25% of shoppers say they’d post about sustainable packaging, while 33% are drawn to aesthetic appeal​ (source: Seven Senders). That’s free marketing for brands who get packaging right.

Is optimising packaging a hassle? Maybe. But is it worth it? Absolutely. The right strategy makes packaging leaner, greener and better for business.

Not all “sustainable” packaging is as green as it seems. Paper gets all the eco-praise, but each time paper is recycled, its fibres shorten – making it weaker than paper made from new fibres, and often requiring more material for the same strength.

On the other hand, plastic is lightweight, durable and – in theory – infinitely recyclable. The problem? Recycling infrastructure isn’t keeping up​. 

Then there’s the reusable packaging dream. Sounds great, right? In reality, those sturdy boxes meant to last 50+ trips often get tossed after 5 to 10 uses. And bio-based plastics? Many need industrial composting, which most consumers don’t have access to​. 

It’s easy to fall for the idea that one material is always better than another. But the real sustainability win isn’t about paper vs. plastic. It’s about using the right material for the right job.

Packaging in fashion isn’t just for show. Clothes, shoes and accessories have been on adventurous journeys, whether in lorries or on conveyor belts. Without proper protection, they arrive damaged, wrinkled or worse.

That’s why the plastic polybag remains one of the most widely used forms of protection in the industry—lightweight, durable, and effective at shielding items from moisture, dirt and rough handling. Still, we know plastic isn’t perfect. Zalando is constantly exploring smarter alternatives that can reduce reliance on single-use solutions without compromising product safety. Paper might seem like the obvious swap, but it tears easily, absorbs humidity and often needs more material to do the same job.

Luxury brands have another concern: security. Less flashy, unbranded packaging helps prevent theft, because a high-end label on a doorstep is an open invitation for trouble​.

The real challenge? Balancing protection, more sustainability and cost without sacrificing customer experience.

There’s no magic material. Great packaging comes from making smarter decisions about how you use materials, not just which ones.

Picking the right materials

Zalando tailors its approach: from shipping bags to beauty packaging and cardboard for boxes, all packaging is either FSC-certified or made from recycled content.

Not all paper is created equal – recycled fibres lose strength over time, which can mean using more material to ensure durability.

Lightweight plastics like post-consumer recycled (PCR) LDPE were once used for their energy efficiency and resilience — but as of March 2024, Zalando has fully phased out plastic shipping bags. Even XL orders now ship in reinforced paper alternatives, closing the loop on a major packaging transition that began in 2022.

Then there’s the bioplastics dilemma. While marketed as eco-friendly, most bioplastics need industrial composting to break down properly. Without the right infrastructure, they can end up in landfills or contaminate recycling streams​. Choosing materials isn't about their label, it's about what works in reality.

Cutting waste without cutting corners

A well-designed package doesn’t just shrink in size, it maximises efficiency at every stage. Zalando’s packaging updates have significantly cut plastic waste.

A big part of that success? Right-sized packaging. By optimising box dimensions, shipments fit better in trucks, cutting both carbon emissions and transport costs.

The “bag before box” rule also helps. Instead of defaulting to a bulky box, Zalando prioritises lighter, paper bags when possible​.

Another key shift is folding techniques. Smarter folding means fewer layers, less material, and better protection. It’s a small design tweak with a big impact on waste reduction. The goal isn’t just to use less, it’s to use better.

Reusability sounds great: if it works

Returnable packaging sounds ideal – until customers don’t return it. Zalando’s reusable polybag trials in the Nordics revealed a challenge: despite being designed for multiple uses, many bags were discarded after just one​

The problem isn’t just the design: it’s human behaviour. Returnable packaging succeeds only if consumers play along. Without strong incentives or infrastructure to collect and reuse packaging, even the best-designed solutions risk becoming another waste stream.

To make reusable packaging scalable, brands need an industry standard system that ensures returned materials get properly reintegrated. That means clearer instructions, easier return processes and incentives that makes consumers aware of their responsibility.

The road to more sustainable packaging is constantly evolving, and brands that keep up with the latest innovations will have the edge.

The future of fashion and its packaging is about precision, efficiency and adaptability – and that’s where AI and automation come in.

AI-driven packaging optimisation

With thousands of product types, one-size-fits-all packaging is wasteful and outdated. AI analyses real-time data to suggest smaller, smarter packaging and consolidate orders​.

This reduces excess materials, lowers shipping costs and improves truck space efficiency. 

Machine learning also plays a role in material selection. By assessing supply chain data, AI can recommend the most suitable, cost-effective materials based on availability, durability and recyclability.

The result? Packaging that performs better with less waste.

Automation in sustainable packaging

AI may be the brain, but automation is the muscle. In warehouses, advanced packing stations already adjust box sizes dynamically, ensuring shipments are as compact as possible​.

This eliminates the need for unnecessary fillers and reduces packaging waste at scale. 

Despite its potential, automation isn’t perfect. Experienced packers are still more efficient than AI when handling irregularly shaped products​.

For now, a hybrid approach, leveraging both AI and human expertise, delivers the best results.

What’s next? The push for circular packaging

Regulations like the EU’s Packaging and Packaging Waste Regulation (PPWR) are accelerating the shift toward circular packaging models. Materials now need to be designed for reuse, recycling, and longevity.

Brands are under pressure to create durable, compliant solutions that keep waste out of the system and resources in play. At the same time, consumer expectations are rising.

Shoppers increasingly want packaging that looks and feels premium, but without the unnecessary extras. The brands that strike this balance will build loyalty, cut costs, and stay ahead of regulation.

At ZEOS, we make it simple to stay compliant. Our packaging comes with all relevant sustainability logos, so it meets local requirements wherever it's shipped.

From Extended Producer Responsibility (EPR) to PPWR compliance, it's designed to be “always compliant” and always improving.

And by constantly refining materials and reducing excess, we help our partners shrink waste and boost impact at the same time.