It’s been said that consumers are victims of advertising and marketing. However, after the previous lecture I started thinking that they are not just victims of that, but also victims of lack of knowledge and caring when it comes to the goods they consume. Some industries are also less transparent than others, like fashion industry let’s say. Continuously changing fashion trends allure people to consume more and more, but nobody really seems to know how our clothing is made. The only thing that most of us agree is that fashion industry is a bad industry. And yet, this does not seem to matter much as most of us still keep on buying clothing that we know that are manufactured in shady and unsustainable conditions. Maybe the reason for this is that so far the “bad” fashion has been dominating and steering the consumer behavior for a quite long, and the mainstream has not considered ecological textiles very fashionable yet. Only very few high fashion labels, such as Stella McCartney, has been able make eco-design fashionable, although on the other hand, only very few of us can actually afford buying these products.
Although there has been many environmental campaigns to improve people’s knowledge about the truth of fashion design, such as Cleaner Cotton Campaign and Greenpeace’s Detox campaign, the changes in the industry are still happening slowly. In my opinion, something bigger could be achieved if the biggest mainstream fashion houses, such as Hennes & Mauritz, Zara and Adidas, would start concentrating more on ethical and sustainable clothing lines. Although in my opinion, the consumers should carry their responsibility on the choices they make, also fashion houses should get a grip and start offering only good quality products that are fairly produced. Of course this option would probably mean higher prices, but after all, maybe that is the starting for the bigger change that the world needs; making people to consume less and making them to appreciate good quality and fairly produced goods.