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Fashion Tales

Feeding the Imaginary

Edited By Emanuela Mora and Marco Pedroni

Since its beginnings in the middle of the 19th century, fashion has been narrated through multiple media, both visual and verbal, and for such different purposes as marketing and advertising, art, costume history, social research and cultural dissemination. In this light, fashion has represented an important piece of material culture in modern industrial urban societies and in postcolonial and non-western contexts. Today, we are witnessing a turn in this imaginary as issues related to social, environmental and cultural sustainability come to predominate in many areas of human activity.
The book addresses this challenge. By facilitating encounters between disciplines and cultures, it explores a multitude of fashion issues, practices and views that feed the contemporary fashion imaginary: local cultures, linguistic codes, TV series, movies, magazines, ads, blogs, bodily practices. The book deals with a paramount issue for fashion studies: how do the production and circulation of fashion imaginary come about in the 21st century?

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Human rights in fashion creations, production and branding: A genuine policy or a marketing strategy? (Lígia Carvalho Abreu)

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Lígia Carvalho Abreu

Human rights in fashion creations, production and branding: A genuine policy or a marketing strategy?

Introduction

From a legal point of view, human rights encompass a set of universal principles and norms, inherent in all human beings, which must effectively be the legal framework of ethical fashion in a globalised world. Those principles and rules are, for instance: the prohibition of slavery and forced labour, the freedom of expression, the prohibition of discrimination, gender equality, the enjoyment of fair and favourable working conditions, the freedom of assembly, the protection of the environment for present and future generations, the enjoyment of physical and mental health and the protection of cultural proprieties (knowledge, techniques and products) of indigenous peoples and local communities.

Thus, the Human Rights Approach to Fashion that will be addressed in this chapter is linked to the notions of social responsibility, sustainability and political activism, which are all commonly associated with ethical fashion movements.

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