engleski

Challenges of ethical paradigm in the field of fashion consumption

This work focuses on the phenomenon of ethical consumption that is understood in reference to Kuhn as the new paradigm or paradigm in process constituted as a response to the crisis of environmental sustainability and anomalies of consumer culture, addressing global human and social consequences of the economic growth policies under capitalist system within topics as workers' rights, child labor, environmental protection, community welfare, local economy and animal welfare. Particular emphasis will be given to ethical fashion also known as sustainable, socially engaged, conscious, green or slow fashion. Referring to sociologists like Bourdieu, ethical fashion will be considered as a social field where heterogeneous individuals and groups with the specific strategies are challenging dominant production and consumption mode of fast fashion. Latter is based on the principles of formal rationality, distributing, in the short time series, trendy clothes at low prices. Manufacturing facilities of fast fashion are often located in developing countries characterized by lack of regulations of workers' rights or environmental production standards that contributes to the overall cost reduction, at the same time making its products massively favorable to the consumers in the postindustrial countries. This structure perpetuates social distance between citizens-consumers in the developed countries and the workers from “made in” countries. Although ethical paradigm successfully problematizes these points, her practical status regarding fashion consumption field could largely concern its inner consolidation where the issue of exclusivity, primarily the high cost and unattractive (non-trendy)design, might be of a great case.

ethical consumption, ethical fashion, develop ing countries, paradigm, field.

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