Greenwashing as we know it is nothing new. Consumers recognize they must be skeptical of any product that makes unsubstantiated claims of organic cloth spun from fair-trade angel hair by leprechauns simultaneously hugging dolphins. Unfortunately, with the rise in popularity in green products comes a rise in marketers attempting to take advantage of unsavvy shoppers.

But greenwashing goes beyond just the eco side of the ethical fashion spectrum. What about pledges to donate “some of the proceeds” from the latest cause-related tee shirt or key chain? Or what of the promises that a furry coat trim is faux, but it comes from an unregulated factory in China?

In this issue, we explore the scammy side of ethical fashion marketing and how consumers are often duped.

If you’ve ever wondered how much retouching goes into advertising campaigns, read this first about how to achieve the unearthly volume of hair or length of lashes you frequently find in efforts to sell beauty products. Hint: It takes a computer.

Sometimes scams aren’t a bad thing — because when they’re exposed, they shed light and media attention on major issues that are often overlooked. This slideshow recounts some of the major scandals in fashion history.

Madison tackles fantasy in mainstream magazines and how rarefied the atmosphere is in those glossy pages.

And as an example of a designer that gets the marketing right, Brook There is the subject of a profile by our very own Allie Bashuk.

Enjoy the issue, and if you are new to the site, take a second to brush up on past issues in our archive.