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Fashion Revolution, as fancy as the word sounds, it has a deeper, more humble meaning to it. Fashion industry all over the world is growing at a pace which is doing more harm than good. Rising competition and declining prices pose a huge risk for the people who produce and create this fashion. There have been numerous incidents happening with the workers who are behind creating fashion for people and companies all around the world. One such incident triggered the “Fashion Revolution” which has become more than necessary in the ongoing times. On 24 April 2013, the Rana Plaza building in Bangladesh collapsed. 1,138 people died and another 2,500 were injured, making it the fourth largest industrial disaster in history. That’s when Fashion Revolution was born. There were five garment factories in Rana Plaza all manufacturing clothing for big global brands. The victims were mostly young women. Since then, people from all over the world have come together to use the power of fashion to change the world.
This incident gained eyeballs from all around the world and manufacturers were forced to be more transparent in their operations. Fashion Revolution was started off as a day which is celebrated on 24th April in the memory of the workers who lost their lives in Bangladesh. It gained momentum in 2016 when it extended for one whole week. During this week, consumers all around put posts on their social media platforms with the hashtag “Who made my clothes” and tag brands and companies they want an answer from. These companies then promote “I made your clothes” by clicking pictures with people who work for them and their surroundings which allude to healthy work environment and happy staff.
This has led to more and more brands engaging into fair trade, equal wages and good work environment for their staff. A lot of online platforms have started supporting the cause and are encouraging other platforms to follow their path. This cause has been growing since its inception in 2013 and now there are over 3838 brands who have responded with “I made your clothes” The wave of Fashion Revolution has changed lives of people involved in it. But it still has a long way to go in the coming years.
The concept of Fashion Revolution works in addition to the concept of Sustainable fashion which can be defined as clothing, shoes and accessories that are manufactured, marketed and used in the most sustainable manner possible, taking into account both environmental and socio-economic aspects. Sustainable fashion concerns more than addressing fashion textiles or products. It comprises addressing the whole system of fashion. This means dealing with interdependent social, cultural, ecological and financial systems.
With an increase in the number of brands dealing with new fashion, comes a great deal of responsibility for the existing brands to set a sustainable example. The world needs a shift from the existing fashion practices to eco fashion to co-exist with the environment and the society in a balanced give-take relationship. When an individual takes the resources from the environment and the society, he must give products or services that do not exploit them.
More and more consumers are becoming aware about their responsibilities towards the environment and the society. They are asking questions, requesting additional information and seeking value in the product they wish to buy. The brands cannot lure them with petty discounts as they want to know the story behind the product and want to make sure that the people making it are paid fairly.
A sustainable lifestyle now can help brighten the future of the next generation. A single conscious buying can change the buying patterns of a lot of people they influence.
Time to join hands, influence and live towards a better world. Choose the power of your wallet and let your actions make noise!