The Phenomenon of Ethical Fashion: How Consciousness Infiltrated the Fashion Industry

The Phenomenon of Ethical Fashion: How Consciousness Infiltrated the Fashion Industry

 Phenomenon of Ethical Fashion: How Consciousness Infiltrated the Fashion Industry

Why are more and more fashion brands releasing collections with the prefix “conscious”.

The Ideology

First, let’s understand what is ethical fashion. Its principles are based to some extent on the ideas of eco-fashion, but go much further. Conscious fashion adds a few more points to the reasonable consumption of natural resources and the use of recycled materials.

This is, firstly, the rejection of mass production in favor of a more modest scale. The goals is to create a limited number of truly high-quality things.

Secondly, production in third world countries and the inhumane exploitation of the poor in these countries should stop. All safety standards should be observed and highly skilled artisans should be involved.

Thirdly, the process of production of materials and things themselves should not harm the environment and humans

Finally, information about each stage of creating clothes, shoes and accessories should be available to the consumer. Conscious fashion is based on the principles of environmental friendliness, humanity and transparency.

A Tendency of the 21st Century

The topic of ethics in fashion circles was actively discussed at the beginning of the 21st century. The negative effects of mass production and chaotic consumption became especially noticeable. Tragedies in garment factories in Southeast Asia have begun to cause a loud resonance in the media. Consequently, it raised a number of questions about working conditions in these industries.

This was the case, for example, in the Rana Plaza factory explosion in Bangladesh on April 24, 2013. More than 1,000 people were killed. Among other things, the beginning of the 21st century was marked by a special rise in technological progress. Scientific knowledge, resources known at that time and processing technologies made it possible to process waste into new materials.

Bono, Utopia and Fashion

The discussion that began in academic circles quickly attracted direct participants in the fashion process. Designers began to attempt to put into practice the utopian system proposed by fashion theorists. In 2005, Irish musician Bono, frontman of the band U2, and his wife Ali Hewson founded the Edun brand. The aim was to contribute to the development of African countries not through charitable channels, but through direct and open trade.

Edun began to provide jobs for people in need from this continent.

Edun Pre-Fall 2017

Valentino and Armani Seduced Too

In addition to Vivienne Westwood and Edun, other fashion houses began to imbue the ideas of ethical fashion.

In 2012, Valentino and Armani presented dresses from recycled bottles. Marni created a collection of 15 jewelry from the same material and recycled vinyl records.

In May 2016, Burberry took the unprecedented step of letting journalists from The Guardian into its British factories. They had previously been closed to prying eyes. This was a way to take a step towards “transparency” in production.

Paradoxically, mass-market brands do not remain aloof from fashion consciousness. Following the success of its eco-friendly Garden Collection in 2009, the Swedish label H&M presented the first Conscious collection. It was made from recycled materials and old clothes that customers left in special baskets in the brand’s stores. Since then, Conscious collections have been released regularly. By the same token, H&M also made uniforms for the Swedish Olympic team to compete at the Rio Olympics. Zara also decided to try the H&M scheme. Recently the brand introduced the ethical Join Life collection. It costs a little more than the main one, but this is understandable.

Sustainability Courses in Fashion Schools

Let’s go back to the luxury segment. Today, the Kering French luxury group is more interested in conscious fashion. The group includes brands such as Gucci, Saint Laurent, Alexander McQuenn, Balenciaga and others. The head of Kering, François-Henri Pinault, even came up with the position of chief conscience assistant and invited Marie-Claire Davot to fill it.

In a recent interview, Davot spoke in detail about how the luxury conglomerate is concerned about ethical principles in fashion

For example, Stella McCartney, a brand that by definition does not use natural fur and leather in its clothes, does not face such problems. Gucci or Bottega Veneta, on the contrary, are legendary manufacturers of leather bags and shoes.

Therefore, it is important to set the right accents here. Gucci bags and shoes are made of the highest quality leather on special tanning machines that do not emit heavy metals and other toxic smoke.

Within Kering, there are many projects that study and improve the equipment and materials necessary for the production of fashion products. In addition, the topic of consciousness in fashion is raised in the educational environment. These include courses and training founded in 2008 by the Sustainable Fashion Academy.

Source of Great PR and An Undeniable Eco Future

Smeone can regard all this as an ingenious PR move, and in some cases they will be right. The topic of ethics in relation to nature and man is quite discussed today. The prefix “conscious” will definitely add attractiveness to things in the eyes of the audience. But soon it will be not a matter of choice, but a matter of necessity. This is not only about environmental problems and climate change.

The demand for conscious fashion is formed by the consumer himself. A certain part of the audience is tired of just clothes, even if it has a label with the name of a worthy designer. People want to buy positive emotions along with things. In modern language this is called “empathic consumption”. At Woo Casino, you get access to amazing sports events plus hundreds of casino games. Go visit for an incredible gambling moment.

The modern information field not only encourages, but forces brands to work openly. Today, this is in their interests. The main consumer audience is millennials. They are used to receiving the most comprehensive information on almost any topic.

The experience of Kering shows that the industry is starting to take the topic of conscious fashion seriously.

A complete transition to conscious production and consumption often sounds like a utopia. But practice shows that some industry players are ready to try out a new ideology for themselves. Who knows, perhaps we’re witnessing the beginning of the process of changing the whole consumption system, already worn out…

Disclaimer: Above Article is Third party Author



Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.