‘Fashion Avengers’ Are the Latest Star-Filled Social Media Push for Sustainability

June 10, 2021

This article originally appeared in Women’s Wear Daily.

Burberry and Pangaia are among the brands taking up the Fashion Avengers social campaign to champion sustainable fashion for the first year.

Brands, media and influencers are taking on new posts as “Fashion Avengers” for a campaign that professes to change the world one outfit at a time.

The campaign launched Thursday by Project Everyone, a nonprofit communications company that supports efforts connecting people and organizations with the U.N.’s Global Goals. While fashion brands have increasingly prioritized sustainability in the past year — interaction with the 17 Sustainable Development Goals or SDGs, has been lagging compared to other industries according to organizers.

Fashion is even guilty of “SDG-washing” of goals which include gender equality, responsible consumption and production and climate action.

To combat this, Burberry, Bottletop, Pangaia, Rankin, Marie-Claire, Forward PMX, Vanish, Pour Les Femmes and With Love Darling are teaming up and partnering as Fashion Avengers for the first year.

“The Fashion Avengers will advocate for and drive action toward the Global Goals both internally through embedding the Goals in their business strategy, engaging employees, boards, etc. and externally (consumer/customer networks, partners, etc.),” said Gail Gallie, cofounder of Project Everyone.

The British Fashion Council and the Council of Fashion Designers of America also supported the campaign.

Brand partners have the option to “renew” their participation on a yearly basis which is similar to another campaign called “Business Avengers” that has been running since 2019. Noting that there’s no one-size-fits-all approach, Gallie said Project Everyone works with each partner in a “bespoke way” so the collective group efforts are more impactful industry-wide.

Read more in WWD. 

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