Ethics in Fashion

Ethical scenarios in fashion

As a recent graduate from the University of Bridgeport, with a degree in Fashion Merchandising, I am really looking forward to expanding my skills here at SHU in Communications. Unlike other students in this program, I don’t yet have all the real world experience in the media field, but I have had the opportunity to intern with two great fashion designers and I have also interned at a major fashion magazine. Even though I want to concentrate on fashion PR upon graduation, ethics will play a role in any business path I choose.

If I could have my dream job, I would like to be a Public Relations Director for a major designer brand. With that, I would deal with media outreach, events (fashion shows, store openings, etc.), and celebrity outreach. Since we would be exuding a certain “image,” we would need to make sure we are being personified in the right light. Fashion PR is different in the fact, that we may not have to deal with as many “fire putting out moments,” but we are the backbone of the brand, gaining exposure for the line, and making sure that the world knows who we are.

During a couple of my previous internships, I had the opportunity to be around when chaotic and unexpected ethical dilemmas arose. During this past spring 2012 season that showed here in New York, one of the designers I worked for, took his collection to display in Paris. While it was en route from London, his entire one-of-a-kind collection was stolen off the train. Because the collection was not yet in production, in reality it would be worthless to the thieves- who most likely took it for counterfeiting purposes. This is a common ethical problem the fashion industry faces, because counterfeits are so hard to spot, and so easily found.  At places like Canal Street in NYC, everyone knows why people go there to shop; it’s because of the designer goods at affordable prices. I can even admit that I have fallen victim to this in the past, but since I have worked in the industry, my thoughts and views have changed. Purchasing counterfeit items, rewards people that have stolen the ideas from the designer who brought it to the market. 

Another ethical problem that plays a huge part in the media is the fashion and entertainment issue of weight. From most designer’s standpoint, stick thin models are their desire, but that is obviously not the norm. What about that average teenager who idolizes the photos of models in the fashion magazines and in movies? Being that size is not realistic for the majority, so why does the fashion industry continue to use this size as the norm? What are they promoting? Luckily this has been something that some designers have fallen away from, but this is the back burning ethical dilemma fashion magazines, film, and brands are facing, when is it too much?

Time to make a decision

While working in the fashion industry, there have come times when I had to call upon my best judgment a make the best decision possible. Not only have there been choices between two good things, but also between two bad, or one good and one bad alternative. My best judgment has also come from my strong morals, my knowledge of what is right and wrong, and the questions and facts I know about the scenario. In order to make sure I make the best and most ethical decision about everything, I make sure I know all the facts, get as much information as I can before I reach a decision, and evaluate all options. The use of empathy is helpful, asking myself the question of “What would I like someone else to do to me?”

During this week’s assigned reading out of the textbook, I found that my way of solving an ethical dilemma similarly relates to Bok’s Model which uses a three-step process in order to make the best possible ethical decision. This is exactly how I approach things, I use my conscious to prove the “rightness” of my action, I seek advice and find answers to my questions, and create possible dialogue that could lead me in seeing how the parties affected would react to the decision made.  Just like the textbook said, it’s important not to fully rely on your conscious, because you need to analyze the problem from all angles. There is not always a right answer and a wrong answer, but weighing the pluses and the minuses to the solution, usually will lead me into making the correct decision.

While taking this class on Media Ethics, I would like to learn from real-life scenarios. I feel the best way to learn is from things that have already happened in history, and see how we could have changed them, or what we would have done differently. Studying public relations nightmares that have occurred and their solutions would help build experiences to rely on for future events.  Also, with a class from so many different backgrounds, I feel we have a lot to learn from each other’s experiences in their different fields.