[:en]I have chosen to look at Fashion Revolution for inspiration as the organisation is not a physical thing, but more a concept, effectively an ethos. As my campaigns structure is based on the same ideal of being a concept rather than a physical thing. The organisation strives to create awareness of the exploitation that goes on within the fashion industry of both people and the planet. Founded in 2014 by Carry Somers and Orsola de Castro, Fashion Revolution has proven to be extremely successful. Evidence of this is seen on the social media platform, Twitter, as their hashtag #whomademyclothes became the number 1 global trend on the platform. The Fashion Revolution Day takes place every year on the 24th April to remember the horrific 2013 Rana Plaza building collapse where it is thought that 1133 innocent individuals dies and a further 2500 were injured. On the 24th April 2015 it was recorded that the Fashion Revolution day had received a global audience of 16.5 billion and 63 million people from across 76 countries, rocketing the #WhoMadeMyClothes to the top of Twitter. From 2016 the Fashion Revolution Day turned into the Fashion Revolution Week. At this point the organisation began attending the ‘Fashion Question Time’ located at the UK houses of parliament. This action then launched the beginning of the ‘Fashion Transparency index’ which gained excess to information on 40 of the biggest global fashion companies; information that is usually only disclosed to their stakeholders regarding social and environmental issues across their supply chains. Within the past 5 years this movement has received an increasing rate of attention and following, so much so that 2000 companies have jumped on board taking pictures of their workers with the ‘#whomademyclothes’ sign, some are as follows; G-Star Raw, American Apparel, Fat Face, Boden, Massimo Dutti, Zara and Warehouse. In current time the non-profit organisation has now had the ability to organise over 1000 events that come together to raise awareness of this topic.

“We are Fashion Revolution. We are designers, producers, makers, workers and consumers. We are academics, writers, business leaders, brands, retailers, trade unions and policymakers. We are the industry and the public. We are world citizens. We are a movement and a community. We are you.

We love fashion. But we don’t want our clothes to exploit people or destroy our planet. We demand radical, revolutionary change.

This is our dream…” – Fashion Revolution Manifesto 

The Fashion Revolution manifesto is short and punchy. It efficiently and accurately communicates their message to their followers and is an aspect I will need to keep in mind when writing my own manifesto. Too long and people get bored, too short and doesn’t say enough so it is about finding the balance. Furthermore, below is the organisations 10 point dream of what they believe fashion gives back and what issues should not be happening.

• #1 Fashion provides dignified work, from conception to creation to catwalk. It does not enslave, endanger, exploit, overwork, harass, abuse or discriminate against anyone. Fashion liberates worker and wearer and empowers everyone to stand up for their rights.
• #2 Fashion provides fair and equal pay. It enriches the livelihood of everyone working across the industry, from farm to shop floor. Fashion lifts people out of poverty, creates thriving societies and fulfils aspiration.
• #3 Fashion gives people a voice, making it possible to speak up without fear, join together in unity without repression and negotiate for better conditions at work and across communities.
• #4 Fashion respects culture and heritage. It fosters, celebrates and rewards skills and craftsmanship. It recognises creativity as its strongest asset. Fashion never appropriates without giving due credit or steals without permission. Fashion honours the artisan.
• #5 Fashion stands for solidarity, inclusiveness and democracy, regardless of race, class, gender, age, shape or ability. It champions diversity as crucial for success.
• #6 Fashion conserves and restores the environment. It does not deplete precious resources, degrade our soil, pollute our air and water or harm our health. Fashion protects the welfare of all living things and safeguards our diverse ecosystems.
• #7 Fashion never unnecessarily destroys or discards but mindfully redesigns and recuperates in a circular way. Fashion is repaired, reused, recycled and upcycled. Our wardrobes and landfills do not overflow with clothes that are coveted but not cherished, bought but not kept.
• #8 Fashion is transparent and accountable. Fashion embraces clarity and does not hide behind complexity nor rely upon trade secrets to derive value. Anyone, anywhere can find out how, where, by whom and under what conditions their clothing is made.
• #9 Fashion measures success by more than just sales and profits. Fashion places equal value on financial growth, human wellbeing and environmental sustainability.
• #10 Fashion lives to express, delight, reflect, protest, comfort, commiserate and share. Fashion never subjugates, denigrates, degrades, marginalises or compromises. Fashion celebrates life.

This campaign is well organised and cohesive throughout. The visuals used are youthful and creative which suggest the target market of this organisation is aimed at gen-z and millennials, see figures          . I will need to create my visuals in correspondence to the demographic that I am targeting.

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