Fashion Brands Urged to Tackle Nature Risks Following Pakistan Cotton Crisis A severe cotton loss in Pakistan has prompted major fashion companies to assess nature-related risks and invest in resilient supply chains. Brands such as H&M, Kering, Bestseller and VF Corp are adopting science‑based targets, partners and scenario planning to protect fiber quality, ecosystem health and business performance. Fashion brands are increasingly confronting the unpredictable impacts of climate change on nature, a reality that has become starkly visible after a severe cotton crop failure in Pakistan wiped out up to 40% of the country's annual cotton yield. The loss left small‑scale cotton farmers in an impossible position and left fashion houses such as H&M struggling to source the raw material it needs at the right price and time. Jennie Granström, H&M Group's biodiversity impact lead, said the disruption hurt the company's ability to obtain cotton responsibly, prompting the brand to scale back cotton use and invest in more resilient supply chains. The cotton crisis is only the tip of the iceberg.Nature Risks Threaten Fiber QualityNature risk now encompasses a wide array of threats that can affect fiber quality, dye uptake, and the overall sustainability of fashion products. In addition to cotton, luxury group Kering has long recognised the importance of nature, having pioneered a dedicated nature strategy together with biodiversity consultancy Biodiversify.By mapping out the industry's exposure to water, air, land and greenhouse gas impacts in its 2016 EP&L framework, Kering laid the groundwork for a 2020 biodiversity strategy that tied financial performance to environmental stewardship. Other major players are rapidly following suit. H&M has set science‑based targets for nature and partnered with the World Wildlife Fund to strengthen ecosystem resilience, notably along India's Satpura‑Pench Corridor.Major Brands Adopt Nature StrategiesBestseller, the owner of Topshop, is heavily investing in regenerative agriculture for cotton and has pledged three million dollars to similar projects. VF Corp, which owns The North Face, has adopted scenario planning that places nature at the core of its risk assessment, examining extremes such as the disappearance of ski resorts from snow melt and the implications for its outdoor apparel range.Dr. Samuel Sinclair of Biodiversify highlights that while businesses may prioritise image and share‑holder value, the true financial cost of nature risk lies in the potential disruption of supply chains, quality variations, and price volatility. By dissecting every link in the supply chain, sustainability teams can quantify nature risks and construct a persuasive business case for investment in nature restoration and resilience.Industry Shifts Toward Regenerative PracticesThe fashion industry's growing acknowledgement that nature resilience is both a risk and an opportunity is paving the way for new partnerships, science‑based targets, and a shift toward regenerative practices. For brands that have yet to treat nature as a core business concern, the challenge is to trace the financial impact of in‑nature disruptions and use that data to advocate for transformative change.The result will be a more resilient supply chain that can withstand climate shocks, protect the livelihoods of farmers, and safeguard the environmental assets that underpin the industry.