Gucci's parent company has announced emma Watson's new board of directors, and her initiative to keep fashion on a permanent basis will bring new atmosphere. In fact, there are more and more clothing brands such as Everlane, ABLE, the screen abandoned fast fashion, began to emphasize the "environment, women's rights" as the priority of sustainable and moral fashion, we buy clothes every day, in fact, can decide whether to do their best for the world.

On June 17th Kaiyun, the boutique group, invited an unexpected candidate to join the board, Emma Watson.

In fact, from another point of view, when consumers are no longer willing to pay for fast fashion, the entire fashion industry began to develop on a sustainable, this decision is not surprising.

Why emma Watson?

The Kaiyun Group's boutique brands, such as Gucci, Balenciaga, Alexander McQueen and Yves Saint Laurent (YSL), have gradually made sustainability a core strategy for their brands, such as finding innovative materials to make fashions and reducing pollution, while collecting raw materials while also guaranteeing the right to work for producers. Then again, the combination of gender and racial diversity has become a must-see in fashion design, such as in 2019, when Gucci came under fire for a sweater that appeared to be racist, and finally promised to support diversity and raise awareness of diversity. (Extended Reading: How does Gucci save a boycotted sweater?) )

In addition, according to Bloomberg, by 2025, more than 50% of the luxury market will be under 45 years of age, and when this group of young people began to focus on ecology, sustainability, equity, and the concept as a basis for consumption, Kaiyun Group had to pay attention to this change.

For all these reasons, Kaiyun Group is determined to find Emma Watson, who has always focused on human rights and sustainability and has funded sustainable fashion brand Good on You, who is definitely the right choice to promote sustainable fashion.

"We are often asked only who we're wearing, not what we're wearing. It seems that the labels, designers, and collections behind clothes make more sense than clothes. There are bigger stories behind the costumes to be told, including what clothes are made of, what resources they use, and what impact they will have on the community. 」
- Emma Watson

Perpetual Fashion and Ethical Fashion

Whether it's Sustainable fashion, which reduces the damage design scans the environment, or Ethical fashion, which promotes fair pay and values labour safety, they are trying to counter the trendy, fast and low-priced "fast fashion". Read: Emma Watson Supports Ethical Fashion: "Wear on Your Body, Don't Hurt The Earth and People"

The shocking news of the collapse of a garment factory in Dhaka, Bangladesh's capital, in 2013, injuring about 2,500 employees and the death s1,134 of them, drew global attention because it exposed long-neglected labour safety, with garment workers working overtime in messy and dangerous places and not getting reasonable salaries, and it was brands and consumers who pursued fast fashion that led to the whole incident.

In seven years, consumer awareness of environmental protection has risen, when we want to buy a dress, a cup of coffee, will start to ask where the raw materials come from? How is it made? By what? How much profit do the workers get? Do they work in a safe enough environment? And when low prices and fast are not enough to rally people, the brand must change.

You can decide whether to contribute to the environment and human rights.

We've all gone through that period: T-Shirt finds the right version and tries to wrap it; every year, seeing the coat in the wardrobe can't go out any more and has to be thrown away; or the constant hypnosis of the brain "I've only lost this dress" to convince itself to buy a dress that isn't necessary. I know, we all have been.

And when we find that the impact behind a needle is the environment and human rights, perhaps it may begin, in addition to reducing unnecessary consumption, you can also actively choose to support these ideas of the brand.

For example, Everlane, an online shopping brand in San Francisco, usa, is clearly marked by the price of raw materials and labor costs of each garment under the slogan of "humanity, environmental protection and parity", and has developed a strict scoring system to ensure that workers have a reasonable wage and safety environment, only with factories rated above 90 points.

Photo: Everlane Official Website

ABLE, the women's clothing brand in Nashville, USA, uses the concept of "women's empowerment" in the hope of eradicating the cycle of poverty and improving the situation of women in poor areas. They initially helped Ethiopian women working in the sex industry, enabling them to make scarves and make a living, and then developed clothes and shoes.

IN 2018, ABLE BECAME THE FIRST FASHION BRAND TO ANNOUNCE THE MINIMUM WAGE, WITH WORKERS' PAY REPORTS AVAILABLE WHEN THEY SHOP ON THE SITE. Using a variety of data, including MIT's Living Wage Calculator, they calculated the minimum wage that would allow women to improve their situation and make ends meet.

Picture, ABLE Official Website

If you care, too, want to contribute to sustainability and human rights, then now, try to understand the actions behind your favorite brand, if you share your philosophy, can support them through consumption;

You have to believe that even if there is only one person, you can make changes and influence.