German version

At l’amour est bleu, as a female-founded and led fashion brand, March 8th is an important day for us. International Women’s Day (IWD), a day dedicated to recognising the social, economic, cultural, and political achievements of women. While women should certainly be celebrated every day, we are thankful that an awareness day like IWD recognises all the strides women are making in today’s landscape. 

Female Empowerment  – having or taking more control over all aspects of life as a woman, while acquiring power in society. The term has been used frequently in recent years in political, educational, ecological and social situations. But besides spreading the word of empowerment for marketing purposes, does the fashion industry actually practise what it preaches?

What Can the Fashion Industry Do to Empower Women?

The fashion industry has the capacity and the responsibility to use its influence to positively impact women. Brands can start by communicating more empowering messages to consumers through editorial content, brand messaging and even models by ensuring women are properly represented, supported, and embraced no matter the size, colour, or background. Moreover, brands must allow customers to connect their purchases with a human face and with the art and process of garment making. 

Fashion must also solve the internal problems of injustices and inequalities that remain within the industry itself. The fashion community is filled with talented and independent females but they are underrepresented in leadership positions across the sector. Gender equality and sexual respect should be greater priorities in the workplaces. 

Companies must end opportunity discrimination. Women may not always receive the same opportunities as men in equal measure. Leadership teams and the board should have gender balance, which would reduce the rink on the bottom line, ability to grow, and maintain and attract talent. A report from PWC found that among apparel companies in the Fortune 1000, female-led companies are almost twice as profitable as companies with male CEOs. In fact, when a company augments female leadership by 30%, it experiences a 15% boost in profitability, and companies with women in upper-level management have better “innovation intensity”, producing an average of 20% more patents than teams with male leaders. 

Education can be one of the best ways to empower young women. According to UNICEF, investing in girls completing the next level of education could lead to lifetime earnings of up to 68% of annual GDP. The fashion industry should seek to tackle these underlying issues limiting access to quality education. It could be done by setting up financial support through apprenticeship programmes to keep girls in school and learn skills that will be able to help themselves. 

Things Consumers Can Do to Make a Difference

There are many things you can do to celebrate IWD. Pick up a feminist book, send a flower to women you love. But if you aim to make a difference in the fashion industry, buying something from a female-owned (and led) brand or a brand that ensures fair wages and safe working conditions in their supply chain can be a good place to start. 

We can also be part of conversations on social media. Although female empowerment and gender equality are complex, deep-rooted, societal issues will take time. But we can advance the conversations about the evolving role of women in corporate leadership, sexual harassment, and supporting vulnerable women in the supply chain. Social media allows us to communicate with brands and their actions and choices of editors, stylists, photographers, and chief executives to be held accountable.

As consumers, we are a crucial part of the fashion industry, in fact, we fuel its activities. It’s important to educate ourselves about gender inequality issues and use our money on companies that focus on female empowerment.

These women are working to create a more responsible, sustainable and diverse fashion industry. And incredible things can happen when women support each other.