With the growing popularity of ethical fashion and consumer awareness, we can see luxury fashion giants slowly starting to show more social and corporate responsibility and joining the movement as well. Although it can take years (or even decades) for bigger heritage brands to be an active part of ethical fashion, brands such as Gucci and Mara Hoffman are taking the first steps towards fair fashion and hopefully setting an example and standard for other luxury brands.


Gucci Equilibrium

The Goals:

  • involving their employees to participate in charitable work and volunteering
  • guarantee traceability of 95% of their raw materials
  • ongoing campaign to support women’s empowerment through education

image via Gucci

The Approach:

Gucci’s new website, Gucci Equilibrium focuses on involving their customers, partners and employees to make a change and raise awareness about sustainability. With allowing their employees to spend a percent of their working time volunteering, the brand is setting up a system to encourage people to join the movement. While this can tackle social issues, banning fur and guaranteeing traceability of their materials will help Gucci become a more ethical fashion brand.

Mara Hoffman

The Goals:

  • minimising the negative impacts associated with manufacturing
  • providing fair work conditions based on internationally-accepted environmental and human rights
  • generate awareness about sustainability

image via Mara Hoffman

The Approach:

Mara Hoffman’s plan and current work towards sustainability covers various issues in the fashion industry, from environmental impacts to social responsibilities. The brand has been partnering with various organisations, including the Sustainable Apparel Coalition, the Organic Cotton Accelerator, Canopy, Blue Business Council and the Global Fashion Agenda to tackle waste issues and to give back to the community.


Salvatore Ferragamo

The Goals:

  • reducing the environmental impact of its operations
  • transparency with stakeholders
  • commitment to their “Made in Italy” cultural legacy
ethical fashion-salvatore

image via Salvatore Ferragamo

The Approach:

While these might sound like very broad terms, the Florence-based shoe brand has been actively working on making a change in their organisational culture and production process, and have been sharing their results openly with the public. Their Corporate Sustainability Reports give anyone interested a better understanding of how they are making the change internationally.


The Pioneer: Stella McCartney

ethical fashion-Stella McCartney

image via Stella McCartney

“Joining the movement” would be such an ignorant term to use is Stella McCartney’s case. The brand has been a pioneer in ethical fashion, years before sustainability started becoming a popular or well-known term. Instead of using a regular environmental statement, the brand uses a special technology to determine their impact on the environment which allows them to understand the benefits, hidden costs or damage they generate from the way they operate.


Modafirma’s Views


image via Hope Made

While we’re incredibly proud to stock and support brands who have been ethical and sustainable from the very beginnings, we’re happy to see and report on huge fashion brands making an effort to take sustainable and ethical fashion steps and speak about the importance of providing fair work conditions and showing corporate and social responsibility.


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