The Problem With The Term "Ethical Fashion"

Gisele Bundchen and Livia Firth smash the stereotype of ethical fashion at the Green Carpet Fashion Awards 2017. Photo by David M. Benett/Dave Benett/Getty Images for Eco-Age

What comes to mind when you hear the words “ethical fashion”? For most people it conjures up images of overpriced hemp harem trousers at worst, and, at best, absolutely nothing in particular at all.

Now consider what comes to mind when you hear buzz phrases used by other consumer movements such as “craft beer” or “clean beauty”? Most likely a stronger set of images and words comes to mind; perhaps of bearded hipsters passionately creating limited batches of quality beverages under an abandoned railway arch or of gentle, refreshing products that make your skin glow using just the power of mother nature.

There are many reasons why “ethical fashion” doesn’t carry the same weight that other terms, which prick the ears of consumers, do. Firstly, the faults with fast fashion are not immediately obvious to the average fashion lover. Plastic-based materials are hidden behind clever names not familiar to the average person, ‘made in China’ tells you nothing about the lives of the people in the factory and spotting signs of longer-lasting, quality-made garments require a trained eye.  

Furthermore, these problems do not have a direct impact on the consumer themselves. That’s not to say that there aren’t benefits in choosing clothing brands who operate more sustainably but we need to emphasize them more, to make choosing it more appealing. If you can frame your ethical initiatives in a way that adds value to your customer first, in the same way craft beer has battled the banality of the average pub’s offering and non-toxic beauty offers reassurance from the scary chemical ingredients list on the back of most skincare products, it begins to makes sense to shoppers in multiple ways.

Possibly the biggest issue though, is that describing something as “ethical” or even “sustainable” is using huge umbrella terms which mean different things to different people. The only thing it really means is “not as bad as mainstream fashion”. That’s akin to trying to market your womenswear brand as “not a menswear or accessories label”.

This vague terminology also leaves you open to criticism. While, you would generally hope that ethical fashion means better for people and for the planet, there are many different solutions and ways to go about tackling this. They’re all important and valuable, but ethics is a truly personal thing, and your potential customers will be passionate about different things. If you’re producing locally, others may be concerned you’re not giving job opportunities to developing countries needing that work, if you’re making in artisan communities in far flung corners of the world, some may point out you’re taking up a lot of air miles and if you’re using reclaimed leather to save it from landfill, many would object to using animal skin. With the term “ethical fashion” you can’t win. Instead, creating a brand manifesto and summarizing your aims will mean you’re doing what you say on the tin. You need to share your version of “ethical” in order to connect with other people who identify with those values too. 

The sad truth is, ethical fashion still needs a really great marketing campaign behind it in order to become the buzzword brands behind the movement want it to be. Until it does, your brand description requires a little more creativity and a shift in focus towards the positive.

Great branding is about great storytelling and great storytelling is about great words and images that inspires something in those that hear it. Spin a beautiful story about your ethical stance on fashion and the whole movement will start to take on a whole new meaning.

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https://www.forbes.com/sites/oliviapinnock/2018/05/29/the-problem-with-the-term-ethical-fashion/