What would you do if you saw a vending machine selling perfectly decent white T-Shirts for just 2 Euro? You’d buy it, right? Even if you only wear it once.
Not quite. And that is exactly the effect that the Fashion Revolution campaign wants to achieve.
Photographer: Rachel Manns
Starting on Fashion Revolution Day, 24 April 2015, this campaign has been cleverly executed through social media. In summary, it shows a range of videos on YouTube of a vending machine selling T-Shirts on a square in a busy shopping area. To people who start the purchase process, it describes how and where the T-Shirts are made, and how little the factory workers earn themselves. It ends with asking the – by now sheepish looking – buyer whether they still want to make the purchase or donate. The answer, not unsurprisingly, is the latter.
It also asks the viewer to share the content. And shared it has been; over 3.3m times since launch, which is a great result considering this is social sharing activity. Similar videos have gone out in other countries so the approach is global, the execution local.
The campaign uses #fashrev and #whomademyclothes to spread the word via Twitter, there are 24k followers on Facebook and a website supporting the activity.
Fashion Revolution wants to make a change in people’s attitudes, by encouraging them to only buy clothing with a Fairtrade label on it. That is no mean feat. Especially in Britain, we’ve gotten so used to having access to bargain-bucket cheap clothing and wear them accordingly i.e. for one season. This isn’t to say that more expensive clothes can claim the moral high ground when it comes to fair trade. The larger margin doesn’t necessarily reach the factory worker but might get eaten up by the channel all the same.
The Fashion Revolution campaign is a great example of attracting attention to a cause, and get people to share content that isn’t just funny, edgy or close to the mark. Yes, there is an element of guilt involved. Or you could simply call it ‘reminding consumers of their conscience’. And there’s nothing wrong with that.
Wonderland thumbs up!
Watch the video yourself: https://www.youtube.com/watch?v=KfANs2y_frk