In The Wake Of Covid-19 WFTO Launches Instagram Live Campaign
Authored by Erinch Sahan, WFTO Chief Executive
We are all stuck at home, stuck in the present, stuck in a crisis. While we struggle with immediate challenges we must also look beyond the pandemic. Post crisis, consumers will buy less but buy better – this is becoming clear. In response, a new world of fashion will emerge, so let’s begin that journey now.
Caterina Occhio (founder and CEO of SeeMe, a WFTO verified Fair Trade Enterprise) and I have hatched a plan to take this work forward. So here’s the plan.
First, let’s fully grasp what some of the most committed enterprises and leaders are facing now. We will do this through a new series of Instagram Live discussions. The pandemic has already created unprecedented economic and humanitarian pain. It has halted production, orders, trade. From India to Peru, Ethiopia to Sri Lanka, fashion enterprises are struggling in the face of COVID-19 and its economic shocks. We will raise these voices, shine a light on the challenges. Critically, we will also underline their ambitions for a better future for fashion.
People you’ll hear from on IG LIVE include:
Sara Maino, Deputy Editor in Chief of Vogue Italia
Selyna Peiris, director of Selyn
Stefano Martinetto, CEO Tomorrow Ltd, Leading Fashion Distribution/Sales Company
Magdalena Schaffrin, CEO Founder of Neonyt
Antonella di Pietro, leading figure in product development and trend forecast
Melissa Lee, international expert on digital marketing, influencers and brand strategy
Maria del Carmen de la Fuente, co-founder of Allpa
This is a cross-section of key thinkers, writers and leaders from across fashion. It includes names recognised by Business of Fashion as being among the 500 most influential in fashion (e.g. Stefano and Sara). And it also includes social entrepreneurs and sustainability pioneers. Caterina and I will chat to them to draw out the insights that can help us envision a post-pandemic reality for fashion – a reality where Fair Trade and sustainability will have a stronger role to play.
I’m excited about these Instagram Live chats, the first of which will be Tuesday 14th April (5pm BST; 6pm CET; 12pm EST). You can see these on the WFTO Instagram account: @wfto_fairtrade
Second, let’s create new alliances. From the journalists to fashion executives, designers to social entrepreneurs, we need to widen the net of who we all collaborate with. Bolder ideas will come from fresh alliances. For me, this pandemic has meant I will redouble my efforts as a leader in the Fair Trade movement to connect with new partners, strike new partnerships and create a joint vision for the future of fashion.
Third, let’s amplify the argument that this is opportunity to double-down on sustainability and ethical business. In the face of the crisis, some fashion leaders will be tempted to scale-down ambitions, over-focus on cost-cutting and overlook the longer-term opportunities of a truly sustainable fashion future. We need to proclaim – loud and proud – that only through a focus on sustainability and Fair Trade will fashion brands survive and thrive. This is not the time to scale down our ambitions. Those who drawn to do so, will regret it.
Join us! We (WFTO) are a global network (and verifier) of social enterprises that fully practice Fair Trade across their business and with all suppliers. Our members, spread across 76 countries, are hustling to get through this crisis. But they remain committed to the vision of a Fair Trade economy. Together, we have launched the #StayHomeLiveFair campaign (see wfto.com/StayHomeLiveFair). Their financial challenges are large but they refuse to question their focus on benefiting their workers, farmers, artisans and communities. Quite the contrary, they are emboldened by their social mission.
If you share our vision to ramp-up ambitions, here are 3 specific things we ask:
Join us on Instagram Live at 6pm CET on Tuesday 14th April for the first of a series of inspiring discussions (IG: @wfto_fairtrade)
Reach out to WFTO or other organisations to explore bold new partnerships in your supply chains and beyond
Amplify the case for sustainability
It’s about turning a threat into an opportunity. It’s about making doing well by doing good the new reality. COVID-19 will transform fashion. And it’s in our hands what the result will be. Let’s embrace the opportunity and create the future that we always knew fashion needed.