Fashion activism is happening all around the world every year, not only with household names, but high-end luxury brands, too. This is due to clothing, particularly items such as slogan T-shirts, are a highly visible form of expression, allowing individuals to communicate powerful messages, challenge social norms and advocate for causes through their clothing choices.

An iconic example of a high end brand using fashion activism is Stella McCartney. The brand has been committed to designing without leather or fur since launching in 2001, and instead McCartney uses Mylo™ – “a verified vegan alternative to animal leather made using mycelium, the root-like structures of fungi”. Her mass appeal and huge share of voice helps to promote eco-friendly practices and inspire change within the fashion industry.

A handful of examples that both brands and consumers use fashion to address global issues include:

• Social Change: Activists highlight causes such as gender equality, LGBTQ+ rights and racial injustice through the use of garments.
• Environmental Change: Sustainable fashion brands use their voice to promote eco-friendly practices,and highlight the environmental impact of fast fashion.
• Political Change: Designers and celebrities often spark global conversation through marking political statements during red carpet events and runway shows.

Our fashion choices are not only a form of expression, but a thought-provoking tool for raising awareness of global issues.

The History of Fashion Activism

Throughout history, fashion choices have been used to silently express protest against in a bid to drive social change and encourage solidarity. Let’s take a look at some historical examples of fashion activism.

Fashion as a Medium for Dissent

• The Suffragette Movement: Women expressed their cause by wearing white, purple and green in the early 20th century to advocate for voting rights. The colours were meant to symbolise purity and hope.
• The Punk Movement: In the 1970s, consumers expressed their rebel against authority and social norms by wearing punk fashion that starred ripped fabrics and safety pins. Designer Vivienne Westwood was inspired by the fashion movement, and turned it into a global phenomenon, blending fashion with anti-establishment ideology.
• Anti-War Fashion (1960s): During the Vietnam War, fashion items featuring peace symbols and military jackets customised with anti-war slogans became popular. They were symbols of resistance against war. 

Fashion as a Tool for Solidarity

Fashion can also act as a tool for solidarity, uniting groups and movements together to signal shared beliefs. Some examples of this include:

• The Black Panthers: The Black Panthers were an African-American party that fought for Black nationalism, socialism and armed self-defense. They wore black berets, black leather jackets and black sunglasses to symbolise empowerment in the fight for black civil rights. 
• Rainbow Pride: The LGBTQ+ community wear an array of colours to celebrate diversity and to signify inclusion. LGBTQ+ pride parades unite millions of people worldwide every year.

How Clothing Becomes a Platform for Change

Clothing is a visual medium, making it ideal for spreading messages and raising awareness about a cause. Protest garments have long been staples of activism, offering a simple yet effective way to amplify a cause. It’s something we feel very strongly about at Runway London as we strive to provide a platform for small and independent fashion brands promoting sustainable and ethical practices. Our publication showcases designers who challenge norms and tackle issues such as gender equality and climate change, through their collections.

Sustainability and Ethical Practices 

One of the biggest movements within fashion in the present day is environmental activism. Climate activists are passionate about raising awareness of environmental issues such as climate change, pollution and the decrease of natural resources. Activists work to create awareness, influence public policies and encourage action to protect the planet. 

The consumer’s growing need for eco-friendly clothing is pushing brands to adopt ethical practices within their businesses. Consumers also expect the brands that they purchase from to be transparent about how ethically produced their retail products are, as well as what materials they are made from.

Companies such as Boohoo have come under scrutiny in recent years for ‘greenwashing’. A term used when a brand makes misleading statements about the sustainability of their products.

By choosing to wear and showcase sustainable garments such as organic printed T-shirts, brands and consumers are raising awareness of environmental issues all around the world.

Representation and Inclusivity 

Fashion activism is also used to help create a platform for diverse voices. Inclusive representation has become a cornerstone of the industry’s evolution. Victoria Jenkins is a designer who strives to make fashion inclusive. She quotes, “Through positive representation, my hope is for fashion to be a part of the shift towards equity and meaningful, lasting inclusion of every body” Examples of inclusive fashion activism include:

Body Positivity: Fighting against beauty stereotypes by featuring models of all sizes, body types and ages.

Cultural Representation: Celebrating global heritage by featuring a diverse array of ethnicities and cultures. 

Gender Inclusivity: Promoting non-binary and gender-fluid fashion, raising awareness for LGBTQ+ communities.

Disability Representation: Designing inclusive and adaptive clothing for disabled consumers and featuring disabled models on catwalks or in publications.

Practical Ways to Support Fashion Activism

You can become an advocate for protecting the planet by making conscious choices that encourage inclusivity and sustainability within retail. It doesn’t have to be an earth shattering change, either. Remember, small actions can make a big difference. 

Make Sustainable Choices

Shopping secondhand, embracing circular fashion by using pre-loved Apps such as Vinted, and upcycling old clothes are all simple ways to support climate activists. 

Equally important is to opt to buy less clothes that are of a higher quality. Invest in durable, high quality garments made from sustainable materials such as organic cotton to support climate change.

Support Diversity and Representation

Attending diverse fashion events and supporting brands that feature models of diverse ethnic backgrounds, and are of diverse sizes are great ways to support diversity and representation. 

Encourage Policy Change

Sign and support petitions that urge governments to review fast fashion practices. You can also use your social media platforms to share such petitions with family members and friends to raise further awareness.

Fashion activism is a powerful movement that has reshaped the industry, spanning across the world. For decades garment choices have acted as a plea for change. The examples we have explored demonstrate just how powerful its messaging can be. 

Moving forward, consumers and brands have the power to use fashion as an advocate for further change. Through making conscious and inclusive choices, educating others and being transparent about supply chains, we can all contribute to making the industry one that is more inclusive and responsible.