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It has been months since the Rana building collapsed in Bangladesh, and while the initial uproar was loud, it eventually died down. This disappointing reaction is coupled with a recent report that has indicated an increase in imports from Bangladesh, despite the increase in awareness surrounding the unethical practices of fast fashion. Is it possible that when realizing the negative consequences of actions, we are willing to go into denial and make no changes in our actions?
Research in advocacy has shown that instead of showing us the scary results of our own actions, we should try to make our alternatives seem more attractive. In our case, that is making ethical fashion look more like fast fashion. Basically this means bringing the fashion to ethical fashion. We need to make sure a consumer can buy into the movement not purely because of the good values it promotes but also because they want to. Ethical fashion needs to satisfy a consumer’s material, visual and social ends. The 2 markets cannot be isolated from one another. Ethical fashion to embrace the desire to look good.
At Shopanthropic, this is what we hope to do. We hope to bring ethically made, environmentally-friendly fashion that doesn’t just look good but feels good too. It’s not about scaring people with the images of a collapsed factory, it’s by providing them with alternatives to those fast fashion options that make them want to buy ethical options.