By Paz Coliguante - Translated by Adriana Serrano

 

Fashion is experiencing a deep change in its approach to diversity, equity and inclusion. Emergent designers include these topics at the core of their brands, challenging gender norms with mixed collections that allow people express their identity beyond the traditional stereotypes. This new vision of fashion is known as DEI for the initials of Diversity, Equity and Inclusion. This perspective not only reflects an aesthetic commitment, but also a fundamental transformation towards the inclusion of all identities..

 

Users, more conscious every time of social problems, look for branches that promote inclusion values, which also reflects in their shopping decisions. A study by McKinsey (2022) shows that two of every three consumers in the USA base their shopping on the branches’ social values. Besides, announcements that show diversity increase the probability of shopping by 64%.

 

If we talk about statistics, brands that make this decision not only improve their reputation, but also position themselves as leaders in a competitive market. It is important to make a point here: in most cases, brands that adopt themes related to inclusion, social struggles or those related to sustainability their banner, end up bordering on the concept of greenwashing, understood as much, advertising strategies that emulate a social or sustainable commitment when in fact they do not carry it forward within the brands.

 

Nonetheless, the future is hopeful if we understand fashion as a system that observes the issues that occur in the world, dialogues with them and delivers to the world what it interprets, from a creative and productive view, in order to promote identification with users. It is no coincidence that in an era in which struggles for women’s rights, LGBTIQ+ community, climate change, among others, are themes that designers and brands nurture to develop their collections. Brands that promote these values will be better positioned to attract a broader customer base and obtain the certification of sustainability necessary to demonstrate its commitment. Ignoring DEI can put both the reputation and growth of brands at risk in a world that demands greater social responsibility.

 

In conclusion, sustainable fashion must prioritize diversity, equity and inclusion as essential components. It is not only an ethical strategy, but an intelligent investment that will contribute to a more just, innovative and prosperous future for the fashion industry.

 

Sources:

 

https://www.vogue.mx/moda/articulo/el-futuro-de-la-moda-segun-cuatro-disenadores-emergentes

 

https://globalmeasure.org/dei-sustainable-fashion/