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Agenda-setting intelligence, analysis and advice for the global fashion community.

How Brands Can Be Effective Advocates

Championing values has become one of fashion’s favourite marketing tools. But as brands get more political, they also have an opportunity to drive real impact.
Chanel turned its catwalk into a demonstration for its Spring/Summer 2015 show. Getty Images.
Chanel turned its catwalk into a demonstration for its Spring/Summer 2015 show. Getty Images.

Earlier this month, a group of nearly 40 fashion brands, advocates and fashion insiders sent a letter to the US Federal Trade Commission asking it to review the guidelines governing what can be marketed as sustainable.

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