Stay Woke!

How “Woke” are you? To answer the question we need to understand the meaning of the word “Woke” first.

Added to the Oxford English Dictionary in year 2017, word ‘woke’ has both history and meaning. In politicised context, ‘Woke’ is defined by the dictionary as ‘originally: well-informed, up-to-date. Now chiefly: alert to racial or social discrimination and injustice’. 
But what exactly it means when it comes to fashion. Fashion has been used as a language through times, and today this language is a way of constituting what it means to be socially conscious. 

We create not just a look but a point of view. 

Younger consumer is concerned about social and environmental issues, which are being regarded as the defining issues of our time. For brands to stay relevant to the modern time audience, it is important for them to stay woke. One cannot possibly separate runway from political climate now, because of social media platforms that create and further these trends. 

In the past years, designers have tried staying woke by acknowledging the issues like feminism, inclusion of minorities, immigrant and LGBTQ+ rights. Consumers asking questions on topics like “Who made my clothes?”, ethical sourcing of products and animal cruelty etc., have become more prominent.
There is a real shift in Fashion in recent years: Brands are expected to be “Woke” to injustice and privilege in society. This is such a colossal part as highly informed and aware consumers are holding brands responsible for their actions using their social media accounts. 

Here are some examples of “Woke” Fashion moves by brands and designers:

1. In February 2017, Prabal Gurung made a runway statement where models came out on the runway holding white roses in solidarity with #Metoo.

2. Eckhaus Latta creates garments that are targeted at people and not exclusively on one gender, eliminating the existence of gendered clothing.

3. Paris-based luxury conglomerate LVMH announced its partnership with Stella McCartney in July 2019. Stella McCartney is a London-based vegan fashion designer.

4. Gucci, Prada and Versace announced going-fur-free on Instagram, trying to target the Woke Gen Z customer.

Any label or fashion brand using politics and social causes to sell their clothing should have their motives examined, as there are sincere and suitable statements to be made in the context of fashion. Most mainstream brands are yet to make any real change towards staying woke, thus “woke” brands remain a minority. However, this scenario is changing as customer today wants to associate itself with brand that possesses high ethical values and commitment towards the environment.

Dressing ‘woke’ does not just mean wearing statement t-shirts but it also includes standing by the thoughts that you’re wearing.

Stay woke people, as real change is need of the society.