Consumer Myths : Everything you thought you knew about Fast Fashion

“But, activist euphoria aside, what does having a picture of a worker from Bangladesh delivered almost directly to my DMs really do for me as a consumer? How will it really impact my day to day purchasing practices?”

We are at the end of another ethical fashion week, and for those who consider themselves to be ‘conscious consumers’ the world just became rife with opportunities to learn more about fast fashion, why it is bad and the alternatives that are available.

For anyone who loves fashion and wants to make a difference you will no doubt be following Fashion Revolutions #whomademyclothes campaign, a place where consumers and producers worldwide can join forces to decipher the all too obscure supply chain of the garment industry. As consumers worldwide bare tags and demand an explanation from the brands who have their loyalty – you can begin to feel caught up in the momentum, the sense of revolution, the enchantment of finally having some power to make a change or use your voice, the idea that – the revolution will be instagrammed.

But, activist euphoria aside, what does having a picture of a worker from Bangladesh delivered almost directly to my DMs really do for me as a consumer? How will it really impact my day to day purchasing practices? How will it actually make a difference?

Fashion Revolution take on an incredible body of work whilst the rest of us are asleep dreaming of Topshop store cards; they are making movements with brands, they are making movements with policy makers and they are putting key information in the hands of consumers. Once you get beyond the hashtags and ‘hauticulture’ videos – there is something of real substance to this organisation. But still, consumers are left not knowing how to respond. Once I’ve done my insta post and sent a pre-written postcard to Theresa May, what then?

There is still a lot of conflicting information out there for consumers and let’s face it – that information is only really available to those who dig for it.

And more to the point – a lot of the things that we think we know about fast fashion are wrong! This series seeks to shed light on some of the misinformation that consumers have and exactly why ethical trade is such a complex issue. We’ll be discussing key issues like why big business isn’t necessarily worse than small business, why child labour isn’t a simple zero tolerance issue & why boycotting is a bad idea.

Throughout the series we’ll also be giving you some ideas about what you can do as part of a solution and we’ll be encouraging you to question what we’re saying just as much as we encourage you to question what you already know.

The series will run over the next 12 months – so make sure to stay tuned for your monthly instalment! And in the meantime – let us know in the comments what ethical trade issues you want to know more about.

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