Those who know me know just how much I adore Alexa Chung’s style. A mix of band t-shirts, 60’s mod, English eccentric, scruffy hair, pumps, satchels and high waisted jeans.
So today when she launched her very own fashion label I was eager to see what was on offer.
I headed to the website and what I found was a great selection of clothes, shoes and accessories but at ridiculously high prices… And this made me think about the ethics and transparency behind high fashion labels. They charge the earth, but why, is it merely because of a brand name? OR Does the garment truly cost that much? Are the cotton farmers, factory workers, shipping merchants, leather dyers paid a fair wage? Given good working conditions? Are the materials extremely good quality? Grown organically? Sourced locally? Rare? Handmade? Do they even know who their suppliers are? Where they are? What conditions they are working in?
Much of the ethical focus is on those fast fashion brands (Primark, H&M, ASOS, Boohoo etc.) because they are cheap and mass produced. Many investigations have been carried out and widely published in the media. However high fashion brands seem to have been left untouched and unscathed.
Is high fashion slow fashion?
I decided to send an email. Within 15 minutes I had a response:
“We understand your concerns. All factories had been visited and approved by our team.
We are also part of the UN Global Compact Program.
We are happy to make fashion and to make it right as fair as we can.
This response was a good first step, it shows they believe in making fashion fairly, but it merely just generated more questions. “Where are your factories? What did you find on your visits? How did the workers seem? What about the farmers? Where did the materials come from?”… So I will keep pestering until I get those answers.
But I am only one person. The only way we can get brands to own up and be transparent about where their clothes come from, the only way we can then get brands to ensure where their clothes come from is fair is by all of us asking those questions before we buy. If we keep asking brands the questions and not buying from them until they answer those questions well, they will be forced to ensure their clothes are made ethically.
Petals, keep on asking #whomademyclothes xxx