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.

摘要

二十一世纪第二个十年数字时尚激进主义的出现与“流行女权主义”相吻合。作为趋势预测网站，Worth Global Style Network (WGSN) 在 2014 年指出“女权主义的想法本身已经几乎成为时尚”。在本文中，我们通过时尚革命的“谁制造了我的衣服？”等数字活动，探讨了将女权主义用作时尚口号与将时尚作为女权主义问题的框架之间的关系。(WWMC)。我们认为，以女权主义的名义进行的数字时尚激进主义会引发令人不安的紧张局势。关心我们服装的制作条件的必要性是基于 20 世纪性别团结的概念；“我们都应该成为女权主义者”，以便认同女性服装工人。同时，诸如谁制作了我的衣服？反映了一种新自由主义背景，有利于有经济资源的女性有意识地购物。在本文中，我们探讨了 WWMC 运动如何将女性身体构建为全球南方的不公正场所和全球北方的道德时尚场所。