Walk into any fashion store during peak season and look at the floor behind the counter. Tissue paper. branded bags. Poly bags on every hanging garment. Stickers, labels, cardboard inserts, ribbon handles. Now multiply that by thousands of transactions a day across a retail network. Packaging in fashion has always been treated as a brand communication tool — a way to extend the in-store experience, signal quality, justify a price point. What it has rarely been treated as is a liability. That is changing. The EU Packaging and Packaging Waste Regulation — known as PPWR — is now moving through implementation, and fashion retail is not ready for what it requires. What the PPWR actually says The regulation is not a guideline. It is binding legislation that sets mandatory requirements across three dimensions: recyclability, recycled content, and packaging reduction. The deadlines are staggered, but the direction is unambiguous. By 2030, all packaging placed on the EU market must be re...