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Cited by 11Fashion and Cultural TextilesGender, Feminism, and MediaCultural and Historical Studies

This hashtag is just my style: popular feminism & digital fashion activism

Open access
Horton, Kathleen, Street, Paige·2021·Continuum
DOI 10.1080/10304312.2021.1993573
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Abstract

The emergence of digital fashion activism in the second decade of the twenty-first century coincides with ‘popular feminism’. As trend forecasting site, Worth Global Style Network (WGSN) noted in 2014 ‘the idea of feminism in itself has become almost fashionable’. In this paper we explore how the appropriation of feminism as a fashionable slogan relates to the framing of fashion as a feminist issue, via digital campaigns such as Fashion Revolution’s, ‘Who Made My Clothes?’ (WWMC). We argue that digital fashion activism performed in the name of feminism raises uncomfortable tensions. The imperative to care about the conditions under which our garments are made is based on twentieth-century concepts of gendered solidarity; ‘we should all be feminists’ in order to identify with female garment workers. At the same time, campaigns such as Who Made My Clothes? reflect a neoliberal context that favours women with the economic resources to shop consciously. In this paper we explore how the WWMC campaign constructs the female body both as a site of injustice in the global South, and of ethical fashionability in the global North.

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Authors
Horton, K., & Street, P.
Affiliations
Queensland University of Technology (AU)
Corresponding author
Horton, Kathleen
ORCID
Venue
Continuum
Publisher
Informa UK Limited
Published
2021-11-02
Volume
35
Issue
6
Pages
883-896
ISSN
  • 1030-4312 (ISSN-L)
  • 1469-3666
DOI
10.1080/10304312.2021.1993573
OpenAlex
W3212523930
Cited by
11
References
26
Citations by year
2026: 2 · 2025: 2 · 2024: 4 · 2022: 3
FWCI
14.11
Type
journal article
Language
en
Open access
Licence
cc-by-nc
Locations
  • Continuum (publishedVersion)
  • QUT ePrints (Queensland University of Technology) (submittedVersion, cc-by-nc)
Topics
  • Social Sciences › Arts and Humanities › Museology › Fashion and Cultural Textiles
  • Social Sciences › Gender Studies › Gender, Feminism, and Media
  • Social Sciences › Arts and Humanities › Visual Arts and Performing Arts › Cultural and Historical Studies
Keywords
popular feminism, hashtag activism, Fashion Revolution, gender and fashion, garment workers, neoliberalism, conscious consumption, female body, Global South, Global North

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