As we have all seen before, a brand’s reputation can quickly change. This happened with Lacoste that used to represent old money, and is now worn for the banlieue look in France. Since reputation is such an important factor in a brand’s success, why aren’t these brands exposed for their involvement in forced and child labor?
The sad reality is that most brands, no matter the price range, have been exposed many times. But do consumers actually care? For brands like BooHoo and Shein, the attractiveness of the brand comes from their cheap prices and their ability to produce trends very quickly. Even if the quality is not great, the trend becomes obsolete within a few weeks anyway, and thus begins the consumer cycle.
For high-end brands, their attractiveness comes from their uniqueness. They create expensive clothes that stand-out and that everyone recognizes.
Everyone recognizes the flashy red Louboutin soles, the LV monogram, or the timeless Burberry trench coat. It’s in human nature to want to stand out, and flaunting money and status is the way to go for many people. Luxury brands also use the popularity of celebrities/influencers to promote their clothing.
IN THAT WAY, WEARING A BRAND THAT PROFITS OFF EXPLOITATION IS TOTALLY FINE: IT WAS JUST SO CHEAP AND THE DELIVERY WAS JUST SO FAST. OR YET AGAIN, RIHANNA WAS WEARING IT, AND SO I ABSOLUTELY HAD TO BUY IT.
From a pessimist standpoint, I would say that nothing’s ever going to change. Brands know exactly how to market their clothes, and this marketing is tailored specifically to us: You don’t have to feel guilty for buying from us; look, we posted a story on how good we are on our Instagram. In a way, they are right. It shouldn’t be the consumers’ problem to try and buy ethically. Some people can’t afford it, some people lack ethical alternatives, or some people simply just don’t care. If we place the responsibility of buying ethically on consumers, the problem will never go away.
However, the EU proposal shows promise in my opinion. If brands are pursued by justice, they will have no choice but to stop buying cheap, unethical cotton. If we can make it less expensive for them to buy sustainably than to not be able to sell their clothes to the EU, change can happen. Money and profit are the key in enabling this.
The problem is, who will make sure that brands are actually keeping their promise? There will always be loopholes, someone to bribe or blackmail, and lawyers covering up a brand’s tracks.
It’s always a step in the right direction though, even if this law might be badly regulated.
What would this law mean for consumers? Actually, not much. As I had mentioned before, reputation is key when it comes to marketing clothes. If a company is known for being reliably cheap, they can’t drastically change their prices to match the price movement from buying cotton made in Uyghur internment camps and law-abiding cotton. From that standpoint, this proposal will have almost no effect on us.
However, even if EU regulations are able to prevent fashion brands from the use of forced labor, this still won’t address the underlying issue of the human rights violations conducted towards severely underpaid workers, including children.
While the EU ban will reduce exploitation of workers in sweatshops and children, it won’t address the issue fully as these workers will still be exploited for production in Chinese domestic markets and other countries that don’t impose labor laws. In the same way, the Uyghur population will still be persecuted as a result of the actions conducted by the Chinese government.