Fashion is more than just a means of self-expression—it’s also a powerful form of activism. Throughout history, clothing has been used to challenge norms, support social causes, and convey political messages. From the revolutionary attire of the French sans-culottes to the powerful imagery of the Black Panther movement, style has been a canvas for movements that demand change. And today, brands are continuing this legacy, using eco-friendly practices, ethical sourcing, and inclusive messaging to inspire a new wave of fashion-forward activism.

In this article, we’ll explore the evolution of fashion as activism and introduce the brands that are carrying this torch in the modern era.

18th Century France and the Sans-Culottes: The Roots of Fashion Protest

*Demonstration of 20 June 1792. Photo: World History Encyclopedia*

The sans-culottes, or “without breeches,” represented working-class Parisians who rejected the aristocratic knee breeches worn by the elite. Their choice of trousers became a powerful statement, symbolizing the social divide and a call for equality during the French Revolution. Clothing here became a tool to express solidarity and protest societal injustices.

Modern Relevance: Today, fashion still acts as a countercultural tool—whether through streetwear that defies elitism or brands like Telfar that redefine luxury as accessible for all. Telfar Clemens, for instance, created the unisex Telfar “Shopping Bag,” nicknamed the “Bushwick Birkin” for its affordability and status as a cultural icon. Telfar’s motto, “Not for you—for everyone,” underscores the importance of inclusivity in luxury.

The Women’s Suffrage Movement: Strength in Unity

*A Suffragette rally circa 1913. Photo: Wall Street Journal*

In the early 20th century, suffragettes used clothing to communicate solidarity and purpose. Their tailored suits and symbolic colors—purple for loyalty, white for purity, and green for hope—made a striking visual statement, helping them gain visibility in their fight for women’s right to vote.

Modern Connection: Today, Reformation embodies this spirit of female empowerment and transparency. Known for tracking and sharing the environmental impact of each garment, Reformation is a leading brand in sustainable fashion, promoting empowerment through conscious consumerism. Their “RefScale” tool allows customers to see the carbon, water, and waste impact of each piece, holding the brand accountable and inviting consumers to make informed choices.

The 1960s Mini-Skirt Movement: Fashion as Liberation

*London women protest in support of the mini skirt outside the House of Dior, 1966. Photo: tumblr*

The 1960s mini-skirt, popularized by designer Mary Quant, was a radical departure from conservative attire and became an emblem of women’s liberation. Shorter hemlines symbolized freedom and autonomy, challenging conventional views on femininity and modesty.

Today’s Reflection: Feminism in fashion is still about challenging norms, as seen in Collina Strada, a brand that celebrates individuality and self-expression with a purpose. Known for its vibrant colors and playful designs, Collina Strada advocates for climate awareness and diversity, using fashion shows as platforms to highlight social issues like climate change and inclusivity.

The Black Panther Movement: Fashion as Resistance

*1st May 1969 Members of the Black Panther party demonstrate outside the Criminal Courts Building, New York City. Photo: Jack Manning/New York Times Co./Getty Images)*

The Black Panthers’ iconic look—black leather jackets, berets, and afros—became synonymous with empowerment and resilience for Black Americans. Their uniforms symbolized solidarity, pride, and strength, becoming an enduring symbol of resistance against oppression.

Present-Day Parallels: Black-owned brands like Brother Vellies continue this legacy, using fashion to empower and celebrate cultural heritage. Founded by Aurora James, Brother Vellies supports artisan communities in Kenya, Morocco, and Ethiopia by preserving traditional crafts. James also founded the “15 Percent Pledge,” calling on retailers to dedicate 15% of their shelf space to Black-owned brands, directly supporting representation in the industry.

Eco-Conscious Fashion: Addressing the Climate Crisis

Stella McCartney’s Winter 2024 campaign is led by 'It’s About Fucking Time' – inspired by a custom tank top worn by Stella when Paul McCartney was inducted into the Rock ‘n Roll Hall of Fame in 1999. This bold message was reimagined, inspiring their community to take action for Mother Earth and her creatures. Photo: StellaMcCartney.com

One of the most pressing forms of fashion activism today is the drive toward sustainability. The fashion industry is a major polluter, and many brands are stepping up to mitigate their impact on the environment.

Activists in Action:

Stella McCartney has long pioneered sustainable luxury, offering cruelty-free alternatives and using recycled materials in her collections. Her collaborations, like those with resale platform The RealReal, promote a circular fashion economy, encouraging consumers to buy pre-owned luxury items.
Patagonia, famous for its “Don’t Buy This Jacket” campaign, embodies environmental activism. The brand encourages repair over replacement and donates 1% of sales to environmental causes. In 2022, founder Yvon Chouinard transferred ownership of the company to a trust that directs profits toward climate solutions.
PANGAIA combines science with style, incorporating bio-based fabrics like seaweed fiber and eco-friendly dyes. With a commitment to carbon neutrality, PANGAIA challenges the notion that sustainable fashion must sacrifice style, creating minimalist designs that are both innovative and environmentally friendly.

The Future of Fashion Activism

*Protest sign at a rally for The Fashion Act in New York, February 2022. Photo: Getty Images*

As consumers, the choices we make when we shop are votes for the kind of world we want to create. By supporting brands that prioritize ethics, sustainability, and social justice, we contribute to a fashion industry that values people and the planet. Whether it’s buying from Telfar for accessible luxury, choosing Patagonia for environmental stewardship, or supporting Brother Vellies to uplift artisan communities, each purchase has an impact.

Fashion has always had a voice, and when combined with activism, it becomes a powerful force for change, perspective, and empowerment. As we move forward, let’s choose brands that align with our values, tell stories that matter, and remind us that we have the power to express our beliefs and inspire progress. By using fashion as a tool for good, we continue the tradition of standing in solidarity and shaping a better future.

If you would like more support in shopping sustainably, I would love to connect!

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Fashion as Activism: How Style Has Championed Change in History to Today