BY STEPHANIE TRENDOCHER, FW Writer

Reinvention is the driving force of fashion and lately the industry seems to be trying on new labels for a more ethical look. With the fashion industry’s emphasis on playful ideas like ‘ecochic,’ it’s hard to separate the marketing ploy from a genuine concern for social progression on the fashion front. Fashion has the ability to bring mass attention and awareness to an idea. There is an opportunity for a real social movement but there is also the possibility that it may all pass as a trend. The business of fashion is about image and it is suspect whom these fashion-for-a-cause campaigns actually benefit.
A highly publicized social campaign belonged to (Product)Red. Founded by Bobby Shriver and U2 front man Bono, the proceeds of the merchandise are being used to fight AIDS in Africa. Companies like GAP and Emporio Armani signed on for a 5-year commitment, donating 50% and 40% of gross sales respectively to the cause. However questions began to rise in the media. Why don’t the companies donate 100% of the proceeds? Why the flashy advertisement campaigns? Why the showy efforts of people like Oprah who publicized the cause by driving around with Bono in a red sports car handing out t-shirts? Was this about the image of the celebrity or was the fashion industry utilizing these celebrity figures to spread awareness?

The idea wasn’t completely innovative. M.A.C. Cosmetics established Viva Glam Lipstick in 1994, with proceeds being donated to the M.A.C. AIDS fund. Over the years many celebrities have served as spokespeople to the campaign, from Eve, to Dita Von Teese and Fergie. The difference from (Product)Red was that 100% of the retail price for each lipstick sold was donated to the fund and it was through thecontinuous efforts of the celebrity spokespeople
that Viva Glam has had lasting success. A tremendous response was felt from customers around the world, and today M.A.C. has raised over $115 million for the fight against HIV/AIDS.

The idea of celebrities and image go hand in hand with fashion. H&M had this in mind when they joined together with Designers Against Aids to launch the collection “Fashion Against AIDS.” Artists like Rihanna, Good Charlotte, Chicks on Speed, Justice and Rufus Wainwright designed t-shirts to encourage awareness and activism among youth. The collection targeted a young demographic, largely influenced by celebrity culture. H&M has the advantage of being
popular with young people and accessible to them in terms of price points. While the initiative only donated 25% of the selling price to global AIDS prevention projects, it approached the youth on their level to show how a small contribution can make a difference.
Another young activist who utilized her celebrity presence to tackle social issues was Lauren Bush. In partnership with Marie Claire and the U.N. World Food Programme, Lauren Bush created the organic FEED t-shirt with 100% of the net proceeds going towards raising funds to fight hunger in third world countries. The proceeds provide 100 school children with a meal for a day. Bush later added the organic FEED bag that can be purchased at Whole Foods and whose proceeds will provide a child with food for an entire school year.

With the consumer demand for socially conscious clothing as of late, its evident that fashion has the potential to create awareness. Concern about our planet is a growing trend and the industry is accountable for taking action. A commitment on the fashion front will ensure innovative ways of encouraging social change. Fashion makes a statement. Look at the impact of Anya Hindmarch’s reusable shopping bags boasting the slogan “I’m Not A Plastic Bag.” Over 80,000 people lined up to purchase this bag and it drew incredible amounts of attention to the cause. Since the fashion industry is so connected to image its crucial for it to approach social change from a position that will be welcomed by consumers. Fashion is very much about evolution, but it is also about glamour and celebrities, what’s in and what’s hot.