Adidas, H&M, Burger King, KFC, TotalEnergies… In recent years, many brands have faced accusations of “greenwashing”, that is to say of taking advantage of ecological arguments, in a misleading way. For the past few days, it has been the turn of a Balmain and Evian campaign to receive these criticisms. The haute couture house and the bottled water giant have launched a joint ready-to-wear collection. The clothes would be made from a “wide variety of materials”, including organic cotton and recycled plastic. For Mathieu Jahnich, consultant specializing in responsible communication, this campaign can illustrate “the misleading use of the ecological argument”. Explanations.