In this series we explore the harmony of ethics and aesthetics, featuring products that cause the least possible damage to the planet and her people, while still giving the consumer an aesthetic satisfaction.
Ethetics is our definition of the growing movement of Ethical Fashion and Social Responsibility. Conscious consumers understand the environmental, societal, and health impacts for which conventional and fast fashion is responsible, and yearn to support brands which maximize benefits to local and global communities while minimizing or eliminating impact on the environment. The essential element is that for the clothes to be fashion-contenders is they must have an aesthetic appeal.
Ethetics is dedicated to the telling of beautiful, effective stories that provoke and support conscious consumerism.
The Ethical Fashion Initiative enables artisans living in urban and rural poverty to connect with the global fashion chain. The Ethical Fashion Initiative also works with the rising generation of fashion talent from Africa, encouraging the forging of fulfilling creative collaborations with artisans on the continent. Under its slogan, “NOT CHARITY, JUST WORK.” the Ethical Fashion Initiative advocates a fairer global fashion industry.
Our films have appeared in fashion film festivals around the world, including Milano, Berlin, London, Australia, South Africa, Canada, Mexico, Japan, and more. We have received awards and nominations for our films including Best Documentary from the International Fashion Film Awards and Best Cinematography from the Mercedes-Benz Bokeh South African International Fashion Film Festival.