# Fashion Advocacy Consumers search for apparel that reflects their beliefs. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Mar 3, 2016 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/fashion-advocacy ## Key Figures - Trend score: 5.4/10 - Evidence articles: 6 ## What is the Fashion Advocacy trend? **Fashion Advocacy:** Millennials aren't just more likely to shop ethically; they're also more inclined to purchase garments that visibly champion their beliefs. In a digital age of personal branding, fashion exceeds mere aesthetics and propels towards empowerment. Brands that align themselves with consumer values through design will ultimately create meaningful relationships with younger, cause-driven consumers. ## At a Glance - Evidence: 6 featured examples - Articles from: Aug 17, 2015 to Sep 15, 2016 - Published: Mar 3, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Themes within the Fashion Advocacy trend ### Social Activism in Fashion Fashion is no longer just about aesthetics, but it's also about empowerment and aligning with consumer values through design to create meaningful relationships with cause-driven consumers. ### Inclusive Advertising Campaigns Brands can combat transphobia, body shaming and sexism by deviating from conventional standards of beauty through a diverse cast of models and inclusive messaging. ### Slogan-Based Apparel Consumers can use fashion as a tool to boldly convey their opinions on social movements through slogan-based apparel, hats, and accessories. ## What the Fashion Advocacy trend means for industry ### For Apparel Retail Inclusive advertising campaigns and empowered feminist apparel offer disruptive innovation opportunities for apparel retail to strive towards a more diverse marketplace. ### For Fashion Accessories Slogan-based apparel is a popular trend, and businesses can create empowering hats and accessories with positive messaging and feminist slogans. ### For Beauty Industry As more and more women embrace an ungroomed aesthetic and openly project a fearless image, the beauty industry may see a shift in focus towards natural and inclusive products. ## Workshop question Does your brand make an effort to align itself with consumer values? If so, how do you communicate this to consumers? ## Trend signals for Fashion Advocacy Trend score 5.4 out of 10, from popularity 74%, activity 80%, freshness 8%. - Popularity: 74% - Activity: 80% - Freshness: 8% ## Examples of the Fashion Advocacy trend 6 featured examples from Aug 17, 2015 to Sep 15, 2016. - [Social Preference Panties](https://www.trendhunter.com/trends/feminist-underwear): The Feminist Underwear by Me and You Proudly States the Wearer's Beliefs (Category: Fashion) Implication: Fashion retailers can tap into the trend of expression activism by offering products that allow customers to showcase their ideological beliefs. - [Inclusive Lingerie Campaigns](https://www.trendhunter.com/trends/combat-transphobia): The '#IAmNeonMoon' Campaign Aims to Combat Transphobia & Body Shaming (Category: Marketing) Implication: Lingerie brands can innovate by prioritizing comfort and support over sexuality and physical appearance, launching diversity and inclusion campaigns, and breaking stereotypes. - [Shameless Feminist Apparel](https://www.trendhunter.com/trends/tshirts-and-hats): INU INU's T-Shirts and Hats Encourage Women to Embrace Body Hair (Category: Fashion) Implication: Fashion brands can create more inclusive products that are designed to cater to more customers beyond the conventional beauty standards. - [Feminist Slogan Caps](https://www.trendhunter.com/trends/feminist-slogan): Stay Cute's Fight Like a Girl Baseball Cap Promotes Female Empowerment (Category: Fashion) Implication: Disruptive innovation opportunity: Incorporating feminist slogans into streetwear designs to tap into the growing demand for empowering fashion. - [Feminist Advocacy Menswear](https://www.trendhunter.com/trends/feminist-quotes): The Fall Fashion Line from Acne Studios Displays Bold Feminist Quotes (Category: Fashion) Implication: Fashion brands can embrace feminist ideals and appeal to a wider audience by creating clothing lines that challenge gender norms. - [Empowered Feminist Sweaters](https://www.trendhunter.com/trends/feminist-sweater): Cara Delevingne's The Future is Female Shirts Celebrate Woman (Category: Fashion) Implication: The fashion industry can capitalize on empowering messages to promote social activism, sustainable products, and charitable donations. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)