Extract from my dissertation... To be an activist in the fashion industry is easier said than done. There are many decisions and scenarios to consider to be successful.
The fashion Pioneers Westwood and McCartney have been working on their fashion agenda for more than 20 years. Their brand core values are influenced by their lifestyle and political beliefs. Both have been criticised for their activism in the past but by sticking to what is truly important to them they have proven their credibility. Brands like these are an example of fashion activism and lay a foundation which enables new brands and heritage houses to follow the path and incorporate it into their DNA.
As fashion adapts to this fast-growing tendency of activism some brands still have a long way to go to become trustworthy and true in their actions. Advertising faux pas is widespread across all industries, not just fashion. It is inspiring that brands want to become more engaged with the real-life events, but they need to learn from brands who do it successfully.
The future of fashion is going to be shaped by Gen-Z and their lifestyles as consumers and designers. This generation is different, born with an obligation and a belief that nothing is going to change if they don't do it. By being the change that is creating a need for new kinder and socially responsible fashion environment.
Looking forward, I believe that activism is the future of the fashion industry. This is still an emerging trend and undoubtedly many mistakes and success stories are going to develop. As for me personally, I will continue to be a part of the new generation of designers that can't imagine any other way of doing things than as sustainably as possible, give back to society and tackle taboo subjects. The fashion industry is the best industry in the world and I hope that my fellow course mates will acknowledge that and choose to stay in the industry after graduation.
As I'm finishing this dissertation there is more evidence that I could research, new information and stories appear daily. Maybe 2019 is going to be the year of big change. An Example, Paris Haute Couture(Spring-Summer 2019 fashion week ongoing at the week of finishing this dissertation) Victor&Rolf created a fashion statement that makes me believe in future fashion activism.