evidence: That hasn’t stopped numerous fashion brands bandying around the term "vegan leather" with increased enthusiasm. I’ve lost count of the number of press releases dropping into my inbox in recent weeks screaming about these so-called sustainable leather alternatives. Presumably that’s because consumer interest is at an all-time high. Lyst reports that over the past six months, searches for vegan leather have increased by 119 per cent. Meanwhile, the term "vegan fashion" has been responsible for over 9.3 million social impressions. [...] There are always trade-offs to consider. Amy Powney, creative director of Mother of Pearl, is particularly torn on the leather debate. "There are some big issues in the production of leather [but] I do think that "vegan leather" is a marketing disaster," she says. "Brands and suppliers are jumping on this term to associate with an ethical movement, which instantly makes the consumer feel good. But if you are buying faux leather, you need to consider you are buying plastic."