The 24th April 2014 marked the sad first year anniversary of the collapse of the Rana Plaza, an eight-story factory building in Bangladesh, killing more than 1,300 people. The first anniversary of the tragedy has been declared Fashion Revolution Day, an internationally co-ordinated day of commemoration and action. But where will this revolution come from, and who should be targeted? High Street Retailers and the Consumer Appetite for Fast Fashion After this tragedy, more than 150 British and 14 American brands including Mango and H&M, have signed the Bangladesh Safety Accord – a legally binding contract between brands, retailers and trade unions in Bangladesh that makes independent safety inspections of 1,000 factories and public reporting on them, mandatory. Though the agreement appeared to be a historic moment for the campaign to highlight the issues behind the demands for fast fashion, complex issues have surfaced. For example, another alliance of mainly American brands – including Gap and Target – has opted to sign a less stringent agreement instead, with a complicated ideological battle ensuing between the two groups. High Street fashion is driven by “fast fashion”; the demand of the consumer to have access to affordable items which are super-responsive to [...]
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