Ethical and sustainable fashion are now buzzwords, more brands are using them and greenwashing is becoming a huge issue in the industry.
We trust the people we follow online and try things based upon their recommendations, which is exactly how influencer culture works.
I think it’s a wonderful alternative to traditional advertising when done right. I’ve come across so many amazing brands, eateries and places to visit based on the recommendations of people I follow. None of which I would have found otherwise. But if you present yourself as a blogger or influencer promoting an issue as serious as ethical fashion, you have a responsibility to share factual information with your readers and followers.
At this point I want to make it VERY CLEAR that most bloggers and influencers in the ethical fashion space are amazing.
They genuinely want to change the industry, they take the time research brands thoroughly before recommending them, they don’t encourage mass consumerism and they don’t work with brands for a quick buck. Which is why ethical fashion blogging is not as lucrative as mainstream fashion blogging.
But we are only human and we don’t always get it right.
I’ve had readers call me out on brands I’ve promoted. Everlane is a great example. I’ve been promoting them as a brand you can buy from knowing they are 100% transparent only to recently discover they are not as transparent as they promote themselves to be. It was a reader who shared this information with me and I’m grateful for it.