Have you ever wondered whether ethical fashion and luxury are easy bedfellows? As a Senior Lecturer in Fashion Marketing I regularly debate ethical fashion with my students. Mostly they are cynical and cannot see why we are responsible for communities in developing countries when we have a credit crisis in this country. During a film about People Tree young and older people were interviewed about whether they would pay more for ethical fashion products and although some agreed it should be on their agenda to seek out ethical labels most said that it depends on price and being up to date with the latest designs.
As a slightly older person myself I find this disappointing however if we think about motivation theories we know that younger people having trouble finding jobs and being low on income may well be pressured into buying the latest fashions from Primark.
I think we are still a long way from being able to promote ethical fashion as a 'must have'.