Ethical Fashion: Who Gives A F…?

French fashion aficionados are all aflutter, for falling fresh from the grapevine, the word on la rue, is that ethics are driving and directing sales figures in an unprecedented fashion (forgive me for that one, wont you?!).  There’s still an insatiable appetite for luxurious loveliness of course, but the ever sharp focus that’s usually transfixed on the tag has shifted more to the sources flag, pursuing those somewhat unfamiliar eco-friendly, fair trade frocks and frillies.

So, could it be that the cold hard world of fashion has finally found a seemingly frivolous fondness and affection for the designs of another far-off place? Don’t freak out or faint just yet, because its not fairness that’s inspiring the flourishing façade, its just an old fashioned ‘need to be first’ fever that’s spreading, as usual, like wildfire.

So, does anyone really give a f..?  I’m afraid not, aside from folk seeking out the freshest fashions from far away places, {mosimage}freeing themselves from the fashion industry and the all encompassing machine that fires up with each and every trend.  Take that young French fellow Francois Morillon and his organic footwear that’s now become a bestselling fad amidst financially feisty, high-end establishments, oh, what must he be thinking?!  Let’s find out…

“Apart from a small number of activists, people don’t buy for social or environmental reasons but because they like the product. We set up our brand because we want to favour change, but it’s the exceptional quality of a product, the fact that it’s original that sets it apart, that makes it a luxury good.”


So, there you have it, infinite wisdom from one of fashions finest, clear and simply put for all to follow.  People do give a f… just for all the wrong f… reasons!

By Ant Standring

Antantacid@aol.com