A recent article in the Times of India highlighted the trend of an increasing number of Indian small fashion brands and ‘ethical’ labels featuring their artisans, weavers, and tailors on their social media pages, in order to acknowledge the makers for their work. This follows from the #whomademyclothes campaign started by the U.K based non-profit Fair Action, encouraging consumers to question where, who, and under what conditions their clothes were made.
Though well-intentioned, this trend also brings into debate the seriousness with which fashion labels actually take up the aspect of decent labour standards.
Cividep India’s Gopinath Parakuni also responded to this question in the article thus, “The industry is dominated by fast fashion brands who have scale. If they become responsible, it will actually lead to better working conditions. Smaller initiatives, while valuable, won’t bring about a structural change.”