Despite growing awareness of the environmental and social consequences of fast fashion, the overproduction and overconsumption of clothes continues. To attract a more mindful public, fashion brands have employed “woke” marketing tactics and published adverts that illustrate a political and social awareness around race, LGBTQ+, feminism and the environment.
Famously, sportswear brand Nike used images of NFL player Colin Kaepernick’s anti-racism protest in a marketing campaign. You may also recall Dior’s €750 (£640) T-shirt printed with the slogan “we should all be feminists”, a phrase taken from author Chimamanda Ngozi Adichie’s feminist TEDx talk which was later used in Beyoncé’s song Flawless.
