Who: Fashion Revolution and Eileen Fisher, Patagonia, Veja and others

Objective: Since the Rana Plaza disaster in 2013, there has been increased pressure on clothing retailers to monitor their supply chains and be more vocal about their ethical policy. In April, Fashion Revolution Day marked the second anniversary of the tragedy. The initiative uses the power of social media to put pressure on major brands to monitor their supply chains and take responsibility for the safety of the people involved in the manufacturing of their garments.

Strategy: Fashion Revolution Day, 24 April, uses the hashtag #whomademyclothes to generate interest in the subject over Twitter and other social platforms. Partner brands and external stakeholders are asked to take photos of their clothes labels and tweet using the hashtag, which raises awareness and challenges the fashion brands.

Orsola de Castro, co-founder of Fashion Revolution says, “By creating a dialogue and ensuring that the consumers understand the issues and demand better working and environmental standards, we hope that brands and governments will take notice and act. Our mission statement is, ‘We believe in an industry that values people, planet, creativity and profit in equal measure and that it is everyone’s responsibility to make it happen.’”

Rationale: Fashion Revolution has instigated conversations that would not have otherwise been possible. De Castro says, “Social media enlivens curiosity and increases the willingness of people to find out more and become involved in causes and initiatives such as Fashion Revolution.” An Australian report revealed that 85% of major international fashion brands don’t pay workers enough to meet basic needs, raising awareness of that fact through social is the first step.