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Behind the Label: What Ethical Fashion Really Means
- xoxo.minang
- Aug 7
- 3 min read
Updated: Sep 2
Watch the videos here:
Introduction: The Buzzwords We’ve All Heard
We’ve all seen them—words like “sustainable,” “ethically made,” and “crafted with care” splashed across fashion ads, social media posts, and luxury websites. These phrases have become the new gold standard in branding. But lately, I’ve found myself questioning them. As someone who’s dissected dozens of luxury bags and traced leather goods back to their origins, one question kept surfacing: Is ethical fashion just another beautiful lie?
The Ordinary World: Selling a Dream
Fashion today is drenched in storytelling. Scroll through Instagram or flip through a magazine and you'll find influencers and ads promoting “responsible” collections and “green” initiatives. It looks perfect on the surface—but beneath the marketing sheen, something doesn’t quite sit right. If we’ve learned anything from past dissections, it’s that high price tags don’t always equal high standards—ethically or otherwise.
The First Clue: Cracks in the System
That uneasy feeling led me to start digging. And what I found wasn’t surprising—but it was disturbing. In Italy, luxury brands have been outsourcing production to subcontractors, who then outsource again—creating a supply chain so fragmented that the people who actually make these products become invisible. One of the most notable recent examples was the Loro Piana subcontracting scandal, which exposed unethical labor practices hidden under the prestigious “Made in Italy” label.
The Turning Point: Meeting the Makers
But the story doesn’t end in scandal. While tracing these supply chains, I began meeting people—real artisans, small brand founders, and family-run workshops who are fighting to do things differently. These weren’t just ethical businesses—they were human stories, passed down through generations. For them, craftsmanship isn’t a trend. It’s tradition.
The Journey: From Doubt to Discovery
So I packed my camera and started traveling—to Scotland, Italy, Turkey, and beyond. I asked questions. I listened. I watched leatherworkers shape material with respect and patience. I visited factories that operate with transparency and pay their workers fairly—not because it makes a great Instagram reel, but because it’s the right thing to do. These brands aren’t always easy to find. They aren’t always cheap. But they are real.
The Contrast: Rebels in a Broken System
This journey introduced me to a different kind of fashion world. One that isn’t obsessed with fast profits and viral drops, but instead with people, purpose, and process. These rebels, survivors, and innovators are reshaping fashion—not through noise, but through integrity. They’re proving that fashion doesn’t have to be exploitative to be beautiful.
The Message: It’s Not About Bashing Brands
Let’s be clear: this isn’t about pointing fingers at big brands and calling them villains. It’s about shifting the spotlight—from profit to people. From shiny campaigns to quiet workshops. From convenience to care. The goal isn’t to cancel, but to question—and to celebrate those who are getting it right.
Final Thoughts: Fashion Can Be Honest
In a world where storytelling sells, it’s more important than ever to listen to the right stories—the ones that don’t always make headlines. This documentary series is my small contribution to that conversation. Because fashion can be more than just beautiful. It can be honest. Human. And deeply meaningful.
I always enjoy reading or watching your commentary on leather goods. It has led me to start looking at small leather businesses and purchasing from those actually making a difference in this world.