Is it morally wrong to buy cheap clothing? What about fur? Today’s consumers are no longer content to simply look stylish; they want their clothes to reflect their values too. As buyers learn more about issues like waste, exploitative labor and environmental impact, they’re using their buying power — or withholding it — to demand change from large corporations. Consumers today are more vocal and socially conscious; the fashion industry has found itself under pressure. What was once a niche concern has become mainstream.  

One of the more notable examples of a fashion boycott is the fight against fast fashion. Retailers such as Shein and Zara have faced backlash as their unsustainable and unethical business practices have been brought to light. According to the UN Environment Programme, the fashion industry is responsible for around 10% of the global carbon emissions and is the second largest consumer of water (Maiti, 2024). The assumption that these percentages will soon increase as the demand for fast fashion also rises is not outlandish. Water sources have increased in levels of microplastics and pollution as well with the introduction of fast fashion. Companies are not only facing criticism regarding the environment but also working conditions. The U.S. Department of Labor has documented evidence of forced labor and child labor in various countries across the globe (Maiti, 2024). Many social groups, such as Greenpeace, have reacted to this information by forming online movements, boycotting fast fashion brands until conditions are improved and limiting the demand for clothing these companies produce. Fast fashion protests can show up in supporting more sustainable clothing options, thrifting or refusing to purchase from fast fashion companies.  

In the late ‘90s, many boycotts surrounding products using animal fur began to pop up. Those who are against fur believe in animal welfare and are against animal cruelty. Fur is seen as an unnecessary luxury and status symbol that is not worth the inhumane killing methods. Animal activists have been known for using creative statements on runways and online to spread their message. In a famous example, People for the Ethical Treatment of Animals (PETA) stormed the catwalk during the 2002 Victoria’s Secret Fashion Show holding signs saying “Gisele: Fur Scum.” This protest was in response to Model Gisele Bundchen signing a contract to model for a company that uses animal fur in their product (Oliver, 2022). The protest had a lasting emotional impact on Gisele. She started to pay more attention to the morals of the brands she partners with, along with educating herself on social and moral fashion issues such as animal and human rights.  

This raises the question: do boycotts actually work? This answer is more complicated than expected. Regarding the short-term effects, negative attention and backlash can affect the company's reputation. By doing so, stock prices and sales can decline. The goal of a boycott is for a company to change its policies. However, as trends come and go, so do boycotts. People start to lose motivation and willpower to continue if immediate change is not seen right away. But that does not mean activists should give up. In the 2024 Victoria’s Secret Fashion Show, it was announced that their group will only be using faux feathers for the models’ angel wings. This was in response to the controversy sparked by PETA of Victoria’s Secret using over 620,000 feathers for a single fashion show (PETA, 2024). Boycotts are only successful when the people advocating are educated on the issue and motivated to make a change. Without this, boycotts will turn into the new fad.