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Fashion industry responds to #whomademyclothes?

At long last, there is hope of better working conditions in the global fashion industry that has often been accused of doing little to stop exploitation in its value chain. A number of fashion brands including American Apparel, Marimekko, Massimo Dutti, Pull & Bear and Zara are among more than 1,000 brands and retailers that responded to Fashion Revolution’s challenge to demonstrate commitment to transparency across the length of their value chains with a recently launched initiative #whomademyclothes?, a British website Creative Industry Hub has reported.

Over 70,000 fashion lovers around the world asked brands #whomademyclothes? during Fashion Revolution Week in April 2016. Of the 1000 companies that responded with #imadeyourclothes, 300 are global fashion brands, the report added.

The first edition of the Fashion Transparency Index, that was launched in April this year scored 40 of the biggest global fashion brands on how they communicate about what they are doing to improve social and environmental standards across their supply chains, and how much of that information they share with the public. The Index will be expanded to 100 for April 2017. Of the initial 40 brands, only 5 brands publish a list of the factories where their garments are sewn.

In 2016, citizens in over 92 countries took part in the annual campaign to show they cared about who made their clothes. Fashion Revolution Week achieved an online media reach of 22 billion over 156 million impressions of #whomademyclothes? in addition to seeing a series of over 1,400 global events and online initiatives through which fashion lovers were encouraged to be more curious about the stories behind the clothes they wear.

High profile fashion influences supporting the campaign included Amber Valetta, CutiePie Marzia Cameron Russell, food writer Melissa Hemsley, Caroline Issa, Mariah Idrissi, Eco Age founder Livia Firth and bloggers Susie Lau, Gregory Davalos, Jenny Ong and Rachel Nguyen, Kelly Slater and Alex James.

 
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