Positive fashion: On Zalando, activist spokesmodels and profitable ethics
At The Beauty Conversation* we have been talking for a while about the shift from models and influencers to ‘activist models’, as a vehicle for brands to express their ethical values. This shift is reaching its peak now with most brands hiring outspoken role models who have a strong social media following and a passion for activism or a cause rather than standard models or It Girls as their ‘face of’.
Example: multi brand e-commerce retailer Zalando, who has hired gender nonconforming model Rain Dove (above), plus-sized model Felicity Hayward and Gurls Talk founder Adwoa Aboah for its latest ‘Free to Be’ campaign. (more…)