The fashion industry has for some years been undergoing a slow evolution towards more sustainable practices. In recent times both law and technology, in particular, connected technology have been acting as catalysts towards this goal. These shifts are widely embraced by many of today's key consumers. But a paradigm shift in any industry, especially one that mixes technology and sustainability, triggers inevitable legal consequences which must be examined and resolved. The aim of this article is to examine the impact of consumer trends, sustainability and the various pieces of legislation identified in the text on the business strategies of fashion brands in the post-COVID fashion revolution era, in order to identify effective adaptation of legislative measures that will allow them to maintain their position in the market and improve their financial performance. It has been claimed that customers crave fashion, but they have ecological concerns and a conscientious approach to consumption. Reportedly, they are prepared to buy fewer, better-quality and environmentally friendly products at the higher price these priorities imply. This paper will shed light on the legal externalities, concerns and stimuli towards building a sustainable fashion brand.