The current fashion system is largely dominated by patriarchal and capitalist value systems which contribute to detrimental ideals imposed on women. This is not only detrimental to women in terms of self-esteem and body image, but marginalises unrepresented groups. The reinforced message projected on the catwalks is that if you are not young, thin, tall and white then you are not beautiful. This is wrong. Only a tiny minority of women actually come close to this unattainable ideal, meaning the unrepresented majority are marginalised, often feeling inadequate or in some way deficient.
We practice a fashion culture grounded on our feminist principles and ethics, whereby the detrimental aspects of the current fashion system are removed and the positive, empowering features that genuinely champion women and allow for true autonomy and creativity are capitalised. Therefore, inclusivity, acceptance, and intersectionality are integral to our mission.
Our aim will be reinforced through featuring only fashion designers and brands that champion these principles. Therefore we will promote brands that; are ethical and sustainable, that benefit women or marginalised groups, that combat social issues, promote social justice, or challenge current fashion or gender conventions. Further, this will open conversations of social and feminist issues within popular culture.
ProjectFEM manifests as:
The ProjectFEM blog will feature posts that promote designers who encompass our values. We will pull together labels that already practice how fashion can positively benefit fashionista’s. This will range from ethically sustainable pieces, to products which directly give back to charities, or items that explicitly promote feminism and social activism. With each individual piece, we will create looks that we love to inspire your style, creative autonomy and activism.
Alongside our creative posts, we will also promote newsworthy and relevant articles that raise discussions and open conversations of social issues, gender and issues that affect women and marginalised or silenced groups.
In September 2016 we hosted our first event, a Feminist Fashion Catwalk and Exhibition. We showed exactly what an inclusive and empowering fashion world can look like through showcasing labels encompassing our values of ethics, sustainability, feminism, social activism and positive social change. We extracted the detrimental negative ideals building a space that women can enjoy authentically.
The models we worked with were representative of actual society with identities and voices. ProjectFEM, designers and models collaborated in terms of self-presentation and styling, and no model was coerced into adorning a look unnatural or uncomfortable to them. Our models are real people with real voices, not dehumanised clothes horses.
Our exhibition allowed guests to engage and have conversations about each brands principles and motives. An exciting list of guests attended from a range of industries who are prominent within feminism, fashion or social change, allowing for connections and collaborations to be made.
We will continue to practice our values and take action for through various ways. If you want to know what is up our sleeves, get in touch!
To sponsor ProjetctFEM and have your logo featured on our blog and at our events contact ProjectFEM@hotmail.com