Another Fashion ENGAGEMENT

Raise awareness among young people about responsible consumption in an ethical fashion world!


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6050 rue Saint-Hubert Montréal, Qc H2S 2L7
CA Canada


About the project Edit

Another Fashion ENGAGEMENT (AFE) is an initiative of FEM International, a non-profit organization, developed in partnership with NDG Youth Employment Centre, Girls Action Foundation and Youth Environment.

A training program that addresses high school and CEGEP students, its goal is to make young people aware of the fashion industry’s multidimensional impact (social, economic and environmental) by exposing them to concrete solutions that ethical fashion offers.


In what ways is this project unique and creative? Edit

The initiative focuses on young people to make them aware of their role as agents of social change on the one hand and stimulate their creativity and entrepreneurial spirit on the other.

The program hopes to:

. Deepen students’ understanding of issues linked to the globalization of clothing and accessory production, as well as the multidimensional (social, economic and environmental) impact of the fashion world
. Stimulate and increase students’ citizen involvement by providing a framework for the critical analysis that will allow them to make responsible choices and help change long-term perception and consumer behaviour
. Help students develop their entrepreneurial potential and creative spirit by challenging them to develop a project with their peers whose objective is to raise awareness of other students in the school

What is the social value of this project? Edit

By targeting young people, Another Fashion ENGAGEMENT’s intention is to influence future consumers and professionals. The program in effect aims to help build the students’ identity, vision of the world, as well as empower them. In other words, to create engaged citizens – or consumer activists.

What is the potential of this project to expand and develop? Edit

Another Fashion ENGAGEMENT has the strong potential to be deployed in other schools in Quebec, Canada and around the world. Training tools are currently being developed in English, French and Spanish.

What was the triggering factor of this project? Edit

The fashion industry is a globalized one that generates billions of dollars per year. However, a majority of players – notably producers in developing countries – reap very little economic benefit. If 75% of the industry’s consumers lived in developing countries, it could easily be argued that they are the ones who hold the power to make changes and improve conditions for producers.

According to the current business model founded on overconsumption, marketing campaigns in developing countries heavily target young people because of their considerable purchasing power. Although young people are sensitive to environmental and social issues, their consumption habits far from reflect this. ETHIKA’s 2008 market research shows a disconnect between young consumers’ intentions and actions mainly because of a lack of awareness. At the time of the initiative, Another Fashion ENGAGEMENT wanted to have an impact on young, future consumers by exposing them to the impact of their choices and also giving them the tools to facilitate the decision-making process.

What is the business model of this project? Edit

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