“Fast fashion is fast food” argued the founders of ethical online store Zady last week on Business of Fashion. Millennials are, apparently, losing interest in food that isn’t honest about where it comes from. Whole Foods is gaining ground over MacDonalds. Apparently. In the same way, we should expect fashion chains who are honest and open about their supply chain to be more successful than those who aren’t, the logic goes.
It is onto this stage that Fashion Revolution Day enters: brand transparency is the future, ignore it at your peril. The international reactiveness of social media and the internet asks German fashion consumers to post photos of themselves with their clothes inside out (#insideout y’all, because nothing is complete these days without its own hashtag!) as part of the day that asks consumers to be more curious about where their clothes have come from. Prompted by the Rana Plaza factory collapse in Bangladesh on this day last year, 24 April 2013, in which 1113 workers died and many more were injured, Fashion Revolution Day says “enough is enough”.
Magdalena Schaffrin, Communications Director of the Fashion Revolution Day, says:
“We believe in a fashion industry that values people, the environment, creativity and profit in equal measure. Fashion Revolution is about building a future where an accident like the one at Rana Plaza never happens again. We believe knowing who made our clothes is the first step in transforming the fashion industry. Knowing who made our clothes requires transparency, and this implies openness, honesty, communication and accountability. It’s about re-connecting broken links and celebrating the relationship between shoppers and the people who make our clothes, shoes, accessories and jewellery – all the things we call fashion.
Rana Plaza has opened up a policy window for significant change in the sector. It gives us an opportunity to set a new agenda to overcome the causes. On this first anniversary of the Rana Plaza disaster, we’ll start by remembering its victims and raising awareness of the fashion industry’s biggest challenges.”
Who made your clothes?