BY ELi CHEP
Fashion is a force to be reckoned with. It celebrates, provokes, and entertains. And, today April 24th 2014, it’s going to do even more. Because fashion is being turned into a force for good. Fashion Revolution Day is the largest global media campaign aiming to evoke curiosity behind a simple question — Who Made Your Clothes? Hence, it seeks to highlight how and where clothes are produced will coincide with the one-year anniversary of the fatal factory collapse in Bangladesh.
On 24th April last year, 1133 people were killed and over 2500 were injured when the Rana Plaza factory complex collapsed in Dhaka, Bangladesh. Social and environmental catastrophes in our fashion supply chains continue. Fashion Revolution Day says enough is enough.
The Kenyan fashion industry, challenged by the second-hand market which is cheaper than custom-made or import clothes, is experiencing a rapid change with the growth of the middle class, which has attracted luxury fashion houses to set up shop across the major towns. Fashion Revolution is going to be happening everywhere around the world and Kenya won’t be left behind. Ann McCreath together with great talented fashion personalities like Diana Opoti, Sunny Dolat and Alice Karunditu are spearheading the movement amongst other people in the fashion industry with the theme “Who Made Your Clothes”
All you need to do is wear your clothes inside-out to help start the beginning of an industry-wide transformation towards a more sustainable future. Show your inside out clothes on Instagram by tagging it @Fash_Rev and #InsideOut. Therefore, today from 12:30pm to 5pm at the Yaya Center there will be Spoken Word performances, different designer workshop photos and videos, exhibitions, debates and a great ambiance where one can interact with great fashion minds. All are invited to participate in the Fashion Revolution day.
Some of the biggest names in ethical fashion including Livia Firth, VV Brown and Mary Portas have been photographed with their t-shirt inside out by famous British portrait photographer Trevor Leighton. As part of the inaugural Fashion Revolution Day, Thursday 24 April 2014, the celebrities have joined forces with people in more than 50 countries around the world for one day to raise awareness of the fashion industry’s most pressing issues and show that change is possible.
The Kenyan campaign is being spearheaded by Ann McCreath, Alice Karunditu, and Sunny Dolat amongst other names within fashion industry. Commenting on the campaign, Kiko Romeo founder and CEO, Ann McCreath said, “Consumers will be asked to wear their clothes inside out to demonstrate support for transparency across the fashion supply chain. Participants are also being asked to locate the label on their garment to find out where their clothes are made and to contact the brand via social media using #insideout.” Interestingly, Spoken Word stars Caroline Nderitu and Sitawa Namwalie have also organized a spoken word competition to let the garments tell their stories.
Today, people are still suffering as a direct result of the global fashion supply chain. The textile industry is widely regarded as a major contributor to global pollution but, according to research by Deloitte, 2 in 3 fashion companies are not focused on engaging consumers with regard to sustainability.
Alice Karunditu said: “The fashion industry depends upon people feeling good about what they wear. Fashion Revolution Day is a way to extend the “feelgood factor” to feeling good about the conditions in which products are created. Ask questions about who makes your clothes from field to shop and how they are produced #insideout.”
Other global celebrities who have been photographed include eco-journalist Lucy Siegle, Baroness Lola Young, soul diva Mica Paris, Olympic gold medallist Louis Smith, actress Jane Horrocks, broadcaster Julie McDonald, Daily Mail journalist Liz Jones and DJ and record producer TEED. Famous names supporting the day include John-Paul Flintoff, the Telegraph’s Tamsin Blanchard and Lynne Franks.
To get more information visit the Fashion Revolution Kenya page to know more: https://www.facebook.com/fashionrevolutionkenya.org