“Inspire,” “Innovate,” and “Imagine” are pillars of the CFDA + Lexus Fashion * Initiative, and Thursday’s morning’s Storytelling Workshop perfectly embodied these sentiments.

The panel featured consultants Grace Cha and Julie Gilhart; Michelle Lee, the director for Americas at The Woolmark Company, and Marybeth Schmitt, H & M’s Continental Communications Director. As sustainability is at the core of the Fashion * Initiative, the panelists engaged in a lively conversation moderated by CFDA’s Marc Karimzadeh, which was followed by a discussion with the finalists in attendance, including Aurora James of Brother Vellies; Erin Isakov of Erin Snow; Katie DeGuzman and Michael Miller of K/LLER Collection; Christopher Kunz of Nicholas K; Caitlin DiStefano of Prabal Gurung; SVILU’s Britt Cosgrove and Marina Polo; Tome’s Ramon Martin; Wwake’s Wing Yin Yau, and Marysia Woroniecka and Kyle Landman of Zero + Maria Cornejo.

Here, CFDA.com shares some of the best moments from the workshop.

On using the word “sustainable”:

“We’re very careful about using the word sustainable – we don’t use the word because we are currently conducting a full life-cycle analysis about the life of wool. We want to have the scientific data to back the statement of being sustainable. Instead we use the phrases natural, renewable and biodegradable to communicate Woolmark’s message. The research has been going on since 2013.” – Michelle Lee

On consumer sentiments towards sustainability today:

“The shift has been gradual –not being conscious is impacting everything. There’s a much bigger awareness happening.” –Julie Gilhart

On the best way to educate consumers today:

“There are so many different platforms to advertise that story. PR and communication has changed. Be different from everyone else, they are buying into you as well as your product.” – Grace Cha

“Communication is everything – you have to verbalize everything… who you are and what you stand for in two sentences. You don’t have to buy advertising or take an editor out to lunch. It’s all about what a designer stands for now. Action illustrates so well what you are doing. Do great things. It doesn’t have to relate to the collection directly. Show the media who you are as a person, and show the customer that you stand for the things that they also believe in.” – Julie Gilhart

On how to best communicate the message:

“We tell our staff members to go visit a farm. It changes your perspective. It really makes a difference because you go back to the source.” – Michelle Lee

“We have ‘Conscious Captains’ at every one of our stores to inspire and teach other employees about sustainability which then, ultimately, educates consumers.” – Marybeth Schmitt

On ways to deal with negative backlash:

“When you’re telling the truth, you can’t criticize that.” –Grace Cha

“We just have to be courageous about owning up to what we do. You shouldn’t have to defend yourself.” – Julie Gilhart

“Ask the criticizers to give you a solution – that is what works the best for me. You can phrase your communication to consumers that it’s your efforts towards sustainability.” – Chris Kunz, Nicholas K