Fashion Revolution Campaign

A Short Analysis of its Origins, Vision & Visual Identity

Reza Shirmarz

Fashion Revolution Campaign (FRC) began in 2013 and it was established by Carry Somers and Orsola de Castro, two famous fashion designers, as the anniversary of Bangladesh garment factory the collapse. The main purpose of FRC is to transform and ameliorate the global existence of fashion industry. It concentrates on the transparency of the clothes supply chain and acts as a platform for academics, scholars, designers, journalists, sellers as well as the owners of businesses on a national or international scale. FRC seeks to encourage world citizens to participate in the global fashion industry. Additionally, it is annually sponsored by private businesses and cultural organizations as well as by the donations of the both well-known and anonymous individuals’ (Blanchard, 2019).

Click to watch the visual history of Fashion Revolution Campaign

(Created by Art, Philosophy & Communication)

Fashion Revolution Vision 

FRC seeks to end the human and environment exploitation in the global fashion industry, create a more humane workplace and vocational conditions for the workers of the garment industry as well as fashion industry across the world, increase the level of workers earnings on a monthly basis, establish an global balance of power in fashion industry, run and lead a more effective global campaign in the industry, aid the international fashion industry not to harm or waste natural resources in order to produce clothes, etc. and enrich the ecosystems to a great extent, assist to create a more transparent and responsible fashion industry, decrease the level of used clothes throwaways, and encourage the fashion industry producers to produce clothes with a longer life and dump less, and to establish workplaces where work experience and local minds are genuinely respected by the existing fashion industry.

Organizational Identity

On the one hand, organizational identity is about the different, unique and ongoing character of a company or organization. On the other hand, organizational identity comes from the plural beliefs and emotions which affects the members of an organization and shapes eventually their actions. The shared beliefs among the stakeholders of Fashion Revolution are curiosity, creativity, eagerness, optimism, idiosyncrasy, diversity, multiplicity, scepticism, learning-based research.

Visual Identity

 The visual identity of Fashion Revolution campaign refers to its logo, typography, colors, gradients, graphic patterns, quotes, stats, photography, textures, edits, overlays, icons and emojis and illustrations which are included in the following video:

Click to watch the video

(Created by Art, Philosophy & Communication)

References

Farid, A. (2013), Bangladesh Building Collapse Kills At Least 123, Injures More Than 1000, CNN World, Retrieved From https://edition.cnn.com/2013/04/24/world/asia/bangladesh-building-collapse/index.html

Flake, D. F. (2015), Image is Everything: Corporate Branding and Religious Accommodation in

Workplace, University of Pennsylvania Law Review, V. 163, N. 3, pp. 699-754.

Juflikar, M. and Jim, Y. (2013), Building Collapse in Bangladesh Leaves Score Dead, The New York Times, Retrieved from https://www.nytimes.com/2013/04/25/world/asia/bangladesh-building-collapse.html?hp 

Kent, S. (2019, May 2), Why Fashion Doesn't Pay Fair, BOF, Retrieved from https://www.businessoffashion.com/articles/news-analysis/why-fashion-doesnt-pay-fair

https://www.fashionrevolution.org/about/

https://www.fashionrevolution.org/about/transparency/

https://www.fashionrevolution.org/blog/

Nelson, D. (2013), Bangladesh: UK rescue aid rejected after Dhaka factory collapse, The Telegraph, Retrieved from https://www.telegraph.co.uk/news/worldnews/asia/bangladesh/10024004/Bangladesh-UK-rescue-aid-rejected-after-Dhaka-factory-collapse.html

Rauturier, S. (2018), What Is Fast Fashion? Good on you, Retrieved from https://goodonyou.eco/what-is-fast-fashion/