Wednesday, 29 May 2013

Fashion Love

If you think fashion is all about frivolous vanity and self-centered attitudes of 'how do I look?' think again. Technology brings the world together and the rise of the conscientious consumer is starting to affect the way fashion works. Much have been written about sustainable fashion but big labels are now stepping up the game.

Gucci Autumn/Winter 2013-24. (photos edited from

Chime for Change, founded bu Gucci, is a new global campaign to raise funds and awareness for girls' and women's empowerment, focusing on education, health and Justice. After her staggering performance at Glastonbury in 2011, Beyonce is the lead act for the first Chime for Change's concert in London this Saturday, June 1. 

Beyonce at Glastonbury in 2011

It will be broadcast around the world as Live Aid in 1985, which reached over 1.5 bn people in 160 countries to raise funds for the starving in Africa. Gucci has a long history of engagement with girls' and women's issues, including a seven-year relationship with UNICEF and its support to the Kering Corporate Foundation, which focuses on ending violence against women. 

But Gucci is not the only luxury brand involved in giving back to the world. Even if it is just a marketing strategy to be perceived as an ethical brand, these initiatives to help others are nonetheless worth appraising. Diane Von Furstenberg also cares for the world around her, supporting various non-profit organizations.

Diane Von Furstenberg
Diane Von Furstenberg Autumn/Winter 2013-14. (Photos edited from

The DVF Awards, supported by the Diller-von Furstenberg Family Foundation, provide exposure and resources to those who have succeeded in improving the social, economic and political standing of women. But it's not all about women, Burberry focuses on youth instead, helping young people to realise their full potential through generous donations from employees and customers.

Burberry Prorsum
Burberry Prorsum Autumn/Winter 2013-14. (Photos edited from

Other brands bring their ethical and sustainable values to the core of their business, transforming them into their unique selling point. This is the case of Edun, which brings about positive change through its trading relationship with Africa. Going beyond current aid policies, Edun's founders Ali Hewson & Bono apply the Chinese proverb "give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime."

Le Konsphin
Le Konsphin

There are also other emerging labels such as Le Konsphin, which supports a development project in Vietnam, focused on education and conservation. Collections feature a special fabric from Ta Phin produced by the ethnic 'Red Dao' people. An interesting pioneering project is Honest by, founded by Bruno Pieters, operating with a 100% transparency policy.

Honest by
Honest by, Bruno Pieters SS13

It offers their customers the opportunity to shop in a completely conscious way. It is the first company in the world to share the full cost breakdown of its products and it aims to reduce the impact on the environment and human health as much as possible. This complete transparency about pricing and manufacturing creates a new vision for fashion and retail worth emulating.

H&M Conscious
H&M Conscious

Regarding high street retailers, Moonsoon has also strong stand on ethical trading and sustainability. H&M has a Conscious line particularly focused on a more sustainable fashion future, choosing and rewarding responsible partners, caring for the environment and reducing waste to landfill. 

If you're uncertain about the ethical stand of a particular designer or label, it's worth checking the designated website. It would be wonderful to be able to write about this 'fashion love' as flowering process but unfortunately these are just the first steps on a long journey. May it be a fruitful one! 

Other related blog posts: 
Slow Fashion? Your Choice
A Match Made in Heaven
Digging Deeper: Scoop Fashion