Introduction to Fashion Values
British fashion has launched Fashion Values, an editorial and social initiative that aims to research the power of fashion as a strength for cultural progress, transformation, and inclusion.
Redefining Fashion
Fashion Values are about redefining who is seen, heard, and celebrated in fashion. The goal is not only to talk about changes but to drive them – in wardrobes, jobs, and communities. This is an important moment for British fashion to recommend creativity with conscience and ensure that people reflect the future of fashion as it really is.
The One-Year Project
The one-year project was developed in cooperation with Ebay and Nike. Fashion Values offer storytelling in the form of editorial features, social video content, events, and more about four pillars: sustainability, women’s health, fair access to creativity, and representation in the entire fashion industry.
Pillars of Fashion Values
British fashion will take the opportunity to highlight a dynamic list of talents that extend across fashion, entertainment, and culture, each of which brings a unique perspective on what inclination, empowerment, and self-expression mean today and how fashion can be a means for change.
Sustainability and Inclusivity
Fashion Values reflect the commitment to making fashion more circular, conscious, and culturally relevant. Sustainability, inclusiveness, and creativity become essential as leading providers.
Promoting Discussions
The project is the latest in British fashion’s efforts to emphasize different voices in fashion. Fashion Values will start with its first campaign "Fashion is for everyone" with ambassadors like Model Jourdan Dunn. The July edition contains a personal essay of Dunn on discrimination, limited representation, and self-doubt that she experienced in her career and how she held on despite the setbacks.
Collaboration with Charity Organizations
The campaign was founded in collaboration with two charity organizations: Smart Works, which offers women clothing and coaching for interviews and workplace success, as well as Giving Your Best, a platform that seeks direct clothing donations for women who are refugees. British fashion believes that fashion can serve as a powerful tool for transformation and strengthening, and embodies this Fashion Value mission.
