One of the major trends in the fashion industry for 2018 will be the rise of vegan fashion, according to from J. Walter Thompson Intelligence. As social media use has risen throughout recent years, it has become easier for individuals to share opinions on various social and environmental issues with others all over the globe. One issue that has attracted media attention is the treatment of animals in the fashion industry. According to , more than a billion animals are killed every year in the leather industry. Also, many of the chemicals used in the tanning process have a harmful effect on the environment and on the workers that handle them. As millennials gain buying power, it is important for companies to reflect the same values as their customers, and of Millennials all over the world reported that they are willing to spend more on fashion brands that provide sustainable and eco-friendly products.