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Brands that believe in building an emotional connection with their consumers tend to stay stronger in the race of acceptability and sustainability. Especially when it comes to advocating the rights of less-privileged or weaker sections of society. Many examples of international brands are there who go the extra mile to support various causes and NGOs or charitable organizations that are working to help the less-represented people worldwide, such as Eileen Fisher, Stella McCartney, Everlane, etc.
The fashion industry is leaving no stone unturned in celebrating the spirit of womanhood. Now and then, we observe authentic luxury brands and other local and international brands launching their ad campaigns to voice the opinions of millions of women. It is a dominant era of feminism, and needless to say, it is possible only because of eminent celebrities who are sensitive to these issues and activists facing several threats to highlight the weaknesses of our social reforms from time to time.
Thanks to the changing norms, we are bidding farewell to frivolous concepts when promoting fashion choices. Still, the back-end machinery of the fashion industry tells a different story. Women are the pioneers of creating and popularizing bold and sartorial fashion choices. Still, they constitute almost 80% of the manual laborers in the textile industries and are limited to 14% only among executives in boardroom meetings. Metric is similar in all the countries that excel in garment production, mainly China, India and Bangladesh. Shouldn’t this ratio improve if we want to keep women at the forefront of leading the fashion domain to extraordinary heights?
Following is the list of some of the prominent clothing brands that have created waves with their women-centric ad campaigns and slogans:
- The RISE Initiative – Influential brands like GAP, CARE, BetterWork and P.A.C.E collaborated to implement the RISE initiative for underprivileged women specifically to promote equality and better working conditions for women who work in the global garment, footwear and home-furnishing industries. Among other systematic barriers to empowerment and gender equity, women who are in the majority group who work in these industries, undergo the constant struggle of poor working conditions, sexual and emotional abuse apart from violence at work-place.
- United Colors of Benetton – addressed the disparity in the pay scale for women with one of their campaigns, #Unitedbyhalf. It was a part of their sustainability program that advocated equal pay for equal work, thereby eliminating gender discrimination. They stuck to their statement, “the world cannot be a better place until and unless men and women are not treated as equals”.
- Zivame – played its part by launching a campaign that focused on inclusivity for all body types because lingerie is one category that promotes mainly the so-called “popular sizes” in the market. Smashing the patriarchy, Zivame was loud and clear with their message that women need not feel isolated or outcast because of society’s prevailing unrealistic beauty standards.
Following the lead were other major players in clothing and accessories for women, such as Anouk, Biba, Titan, Tanishq, Nike, and so on. Because of these remarkable contributions, we find brands nowadays adapting to a flexible approach while promoting their products. Given the integral impact social media has on all the issues related to socio-economic factors, brands are very careful with what they are promoting and propagating via their products.
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