A new campaign, called Fashion Declares, has been launched to urge people at all levels within the fashion industry to tackle the current "climate, ecological and social emergency."
The people behind it: The campaign is led by People Tree founder Safia Minney; Farfetch's global director of sustainable business Tom Berry; M&S former director of sustainable business Mike Barry; Finisterre product director Debbie Luffman; Continental Clothing's head of product and sustainability Mariusz Stochaj; and non-profit Business Declares director of climate action Ben Tolhurst.
The overall purpose: The purpose of Fashion Declares is two-fold:
- Raise awareness of the climate, ecological and social breakdown; and
- Empower, inspire and support individuals working at all levels within the industry to speak out and encourage their employers to accelerate plans to address this crisis.
What it seeks to do: Fashion Declares aims to attract 50,000 members over the next three years to sign an open letter pledging support for five commitments that could “rapidly transform fashion."
Setting a tall order: The initiative is well aware of many others which have already had a headstart and/or are different. Fashion Declares claims to be unique because it;
- is focused primarily on the creation of a large-scale, bottom-up movement;
- builds a vision for an authentic, regenerative fashion approach, and in doing so creates an ambitious and radical agenda for the fashion industry; and
- provides a shared language and series of tools to support an ambitious but Just Transition for the fashion industry.
Commitments from individuals: The campaign hinges on five commitments:
- Speaking out for urgent action to tackle the climate, ecological and social crisis;
- Decarbonisation and Restoration of Ecosystems and Biodiversity;
- Social justice and the Just Transition;
- Radical transparency and corporate governance; and
- Transition to a regenerative model for the fashion industry.
This campaign is certainly different in that it seeks out individuals, rather than brands, to sign the "open letter."
Adding to the confusion: There are far too many initiatives around the world, and another one--even though it claims to be unique--does not help matters. This one is US-driven and US-centric. It calls itself a "bottom-up movement" but does not have workers or labour representatives in its decision-making team. At least, not as yet.
Open letter vs statement: A letter, open or otherwise, has to be addressed to someone, but this one isn't. It is more of a statement... of assertion and of commitment.
Accessing tools and good practice
Fashion Declares will provide tools and good practices that address the needs of members. The advisory group is currently being formalised and currently comprises the following individuals:
- Tom Berry, Global Director Sustainable Business, Farfetch, commentator;
- Mike Barry, Strategic Advisor, speaker, commentator on Sustainable Business;
- Debbie Luffman, Product Director, Finisterre, ThinkCircular / Hubbub;
- Mariusz Stochaj, Head of Product and Sustainability at Continental Clothing;
- Safia Minney, MBE, Exec Director, REAL & Fashion Declares, Founder-People Tree;
- Ben Tolhurst, Director of Business Declares & REAL Sustainability CIC.
