The British Fashion Council (BFC) has unveiled a partnership with 50:50 The Equality Project, an initiative created by the BBC for the media industry, as a voluntary monitoring system, with the target of creating content that fairly represents the audiences it serves, to better reflect the world around. BFC works for sustainable growth of British fashion.
To be launched during London Fashion Week (LFW) from September 17-21, 2021, and presented by Clearpay, the overall purpose of the project is to help benchmark not only individual teams, but the fashion industry as a whole, using data to positively impact representation. Designer businesses taking part in LFW will be asked to participate by collecting diversity data from their teams represented at the event, ranging from design teams to hair and make-up, models, production, communications and more. The collected data will be used to benchmark and track progress in terms of reflecting the audiences, consumers and communities they serve and employ. The BFC will also be collecting, benchmarking, and tracking its own progress, BFC said in a media statement.The British Fashion Council (BFC) has unveiled a partnership with 50:50 The Equality Project, an initiative created by the BBC for the media industry, as a voluntary monitoring system, with the target of creating content that fairly represents the audiences it serves, to better reflect the world around. BFC works for sustainable growth of British fashion.#
The designer businesses who have signed up to take part in the first round of the project are Anciela, Anna Mason, Carlota Barrera, Edward Crutchley, Eirinn Hayhow, Ester Kubisz, Helen Kirkum, Joao Maraschin, Jordan Luca, Kaushik Valendra, Labrum, Matty Bovan, OSMAN, palmer//harding, POA, Ray Chu, Richard Malone, Roksanda, Saul Nash, and Tiger of Sweden, with more designers expected to join in the near future. Moving forward, the plan is for data collection to take place each season. The findings of the project will begin to be published after 18 months from the start which will be used for continued benchmarking and monitoring purposes.
The partnership is an essential part of the BFC’s long-term plan to fight prejudice and galvanise the industry into action with a key long-term objective of the project being to encourage and empower cultural change across industry. It sits as a part of the BFC Institute of Positive Fashion.
“We look forward to seeing the success we have seen of 50:50 within the BBC, positively impacting London Fashion Week. 50:50 will encourage all businesses to make more conscious choices around the teams they employ from full time employees to the freelancers employed at shows, from models, to stylists, hair and make-up artists, communications and production teams. I would like to commend Caroline Rush and her team at the BFC for championing equity and inclusion within the fashion industry,” June Sarpong, director of creative diversity BBC and board director BFC said.
Fibre2Fashion News Desk (GK)
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