Human rights in fashion creations, production and branding: A genuine policy or a marketing strategy?

Fashion design, fashion photography and fashion shows are being used as powerful instruments to spread human rights messages against oppression, manipulation and discrimination, and to affirm gender equality, human dignity and environmental protection. There have been some recent examples of growing commitment to the fashion world in expressing human rights messages. Here are but a few: The collection 'Broken Beauty' from the Ukrainian Brand LAKE, designed by Olesya Kononova and Natalia Kamenska, the work of Portuguese designer Filipe Faisca and the clothes designed by Stella Jean as well as by Vivienne Westwood, in the context of their partnership with the Ethical Fashion Initiative of the International Trade Centre. These types of commitments are also related to a social responsibility inherent in the production of clothes, jewellery and other fashion designs. A considerable number of designers and other fashion agents are investing more time in promoting their brands through ethical projects and unique designs that empower women and artisans all around the world, in particular in developing countries. Others are linking their creativity to human rights messages. Are those acts part of the genuine policy of the brand or are they pure marketing strategies to seduce the consumer and increase profits? Based on my recent project entitled Fashion Law - When Fashion Meets Fundamental Rights (FL-WFMFR), and by incorporating an artistic and legal point of view, this chapter analyses how human rights are becoming part of the image of a brand. Therefore we can ask in what cases, and according to what criteria, can we consider the respect of human rights in fashion production and branding a genuine and effective policy.