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Marketing has contributed positively to society in several aspects. However, recent evidence of its negative consequences contradicts its contributions. This is particularly salient in the fashion industry which has become the number two most polluting industry in the world, second only to the oil industry and before mining. Adopting a critical approach and focusing on the fashion industry, this case assesses how marketing has contributed to the dramatic increase in clothing sales over the 20th century and how it continues to do so in the 21st century. Through the examination of the fashion industry, the case further presents a summary of the concepts of the current marketing paradigm and illustrates the shift in paradigm from a financial responsibility to a broadened notion of responsibility that includes both environmental and social responsibility in addition to economic prerogatives. The teaching note offers information about the learning groups, the learning/teaching objectives, a detailed teaching strategy, discussion questions, background reading, as well as experience in teaching the case.