The Truth About Trends
Fashion is built to be consumed, rarely understood. FG is for those who value substance over spectacle and refuse the obvious narrative.
Recent Investigations
Sisley Paris and the zombie cells: what the 15% and 45% figures rest on
Behind the €310 serum and its talk of zombie cells sits a supplier’s unpublished lab experiments and a 28-day questionnaire about skin firmness.
Read the investigationRed light therapy masks: what the research actually reveals about ‘clinically proven’ claims
ReadOur Methodology
Eight Formats. One Standard.
The formats differ, but the method does not. Each investigation tests a claim against the evidence, the record, or the clinical literature.
01
Brand Check
The Claim against The Evidence
We examine what a brand claims against what the evidence shows — labels, certifications, and supply chain disclosures.
02
Tech Check
The Promise against The Data
We examine the promise against the data — what a technology claims, and what the evidence shows it does.
03
The Science Behind
The claim against The Clinical Record
We examine health and beauty claims against the peer-reviewed evidence. The clinical record takes precedence over the product page.
04
Ageing Gracefully
The Evidence against The Claim
We examine what the research supports on ageing and wellness. Claims without clinical backing are flagged.
05
Portrait
The Myth against The Human Reality
We examine the figure behind the reputation — what the documented life reveals that the public image does not.
06
Craft Heritage
Tradition against Obsolescence
We document a craft, its practitioners, and its methods before the knowledge disappears.
07
Survival Story
Craft against Modern Economics
The brutal financial reality of maintaining high-quality handwork in a low-cost global market.
08
Success Story
Progress against The Status Quo
We document genuine progress in sustainable fashion — verified by independent data, not brand-issued claims.
