Is Being ‘Woke' Just Another Fad?

There’s a growing demand for social awareness in the fashion industry as designers and brands are facing the consequences for their missteps and misguided efforts. But we have to ask: is being ‘woke’ just another fad?

- Gillian Rhys

In the days after Karl Lagerfeld’s passing, news outlets were awash with eulogies praising his numerous contributions to the world of fashion and his untiring quest for beauty. But a dark side slowly emerged from this whirlpool of information: a small number of activists rose up to remind people that Lagerfeld, in fact, would regularly make damaging comments about women’s bodies.

Yet, as creative director of two of the world’s most influential brands, his reputation remained untarnished and his scope of work untouched. Would such behaviour be tolerated in today’s climate? If we had to venture a guess, the answer would be a resounding no.

The keyword in the fashion industry today is ‘woke’. Recent racist and unsavoury actions by the top luxury brands have been called out by socially conscious millennials and Gen Z, who are demanding more accountability from these designers.

The State of Fashion 2019 report by McKinsey & Company and The Business of Fashion states: “Younger consumers are seriously concerned with social and environmental causes. They increasingly back their beliefs with their shopping habits, favouring brands that are aligned with their values and avoiding those that don’t.” In fact, the report found that two thirds of consumers worldwide say they would “switch or boycott brands based on their stance on controversial issues”.

Socially Conscious