ARTICLE SUMMARY:
How do brands and advocates of ethical fashion approach the issue of “ethical messaging”, and why do they place more and more importance on the role of design and fashion? What can the experiences of two small brands who have entered into the mainstream say about the future direction of ethical fashion branding and consumerism? Following on from Sarah Ditty’s piece on best practice in cutting edge design, Phyllida Jay explores the wider debate of ethics vs fashion credentials, and learns lessons for both brands and the industry as a whole.
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