Ethical Fashion Musings

The Rise of Ethical Fashion Bloggers

The Rise of Ethical Fashion Bloggers - Eco Warrior Princess
Written by Jennifer Nini
Source: Slow Fashion Org

Source: Slow Fashioned Org

There has been a cultural shift in the way people consume in recent years and it seems – for the moment anyway – that the ‘Green Team’ is winning over the ‘Greed Team’. There has been a noticeable trend towards individually crafted, sustainably produced items at a fair price and away from corporate controlled, mass manufactured cheap imports. This is good news for ethical fashion, a fast-growing portion of the fashion industry that has done well on the back of consumers demands for more information about where, how and by whom their fashion is made.

I began my own ethical fashion journey a long time ago but officially – as in last fast fashion item purchased – was back in 2010. During this time there were relatively few ethical fashion bloggers, and many of whom were based in the UK. Since then, I have witnessed a rise in the number of ethical fashion bloggers going online and voicing their concerns about fast fashion. It has been an exciting development in this sphere, especially given what we are up against – The Fashion Blogger.

Your Typical Fashion Blogger

These bloggers seem to have all gone to the same blogging school because – and I don’t mean to sound rude – but there are so many similarities between them that it makes it hard to differentiate one from another. In fact, so much so, it’s as if they were all taught subjects such as:

  • They Lie: Written Content is Not King
  • Mastering the Perfect Pout & Selfie
  • If In Doubt – Just Post Anything
  • Why “Follow Me & I’ll Follow You Back” Works Every Time
  • There’s No Such Thing As Image or Newsletter Spamming
  • The Art of Copying An Outfit
  • Attribution: Why No One Does It & Neither Should You
  • More is More When It Comes to Make-Up
  • Financing Fashion: Learning to Keep Your Head Just Above Water

I was being tongue-in-cheek but you get my drift.

What Makes Ethical Fashion Bloggers Different

Whilst I’m sure there are ethical fashion bloggers who commit these sins (especially the selfie which I am unfortunately seeing more of) I am not aware of many who do. It seems they remain relatively independent and aren’t caught up with narcissism, fashion trends, writing poor copy or giving up their values to the highest bidder. The only faux pas I have identified is that some have fallen victim to “greenwashing” (where a company promotes its product as environmentally friendly and markets these attributes whilst detracting consumers from other undesirable truths).

On the whole, they are a pretty cluey bunch who demand answers from brands and businesses. Critical thinking is severely lacking in standard fashion blogging, but within ethical fashion, bloggers seem to carry a healthy amount of cynicism. The other thing that sets them apart from their fast fashion counterparts? They don’t just make fashion purchases – they make mindful consumer choices. Period.

If you follow any ethical fashion bloggers, or any bloggers at all, I’d love to hear about them. Who are they? What do they blog about in particular? Why do you follow them? Do you think they’re worth featuring on Eco Warrior Princess?

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About the author

Jennifer Nini

Jennifer Nini is a writer, activist and the founding editor of Eco Warrior Princess. In 2010, after studying Fashion Business, she launched Eco Warrior Princess to explore her interests in fashion, politics, social justice and sustainability. Jennifer is also the founder of The Social Copywriter, a digital agency harnessing the power of copywriting and content marketing to help mindful businesses reach more people. When she’s not perfecting a sentence or coaching business clients, you will find her at her certified organic farm reconnecting with nature.


  • Shameless self promotion, but my best friend and I recently started a blog documenting our respective journeys towards a more sustainable lifestyle, fashion included! I would genuinely like to hear your opinion on our work thus far, plus I see this post as a chance to meet like-minded people- the whole reason we began blogging was to become a part of an online community who share our passion for the environment.

    We absolutely love your blog- you write with such confidence and seem so sure of your opinions!

    Recommendation wise, I’m a bit obsessed with Make It Last at the moment. I also love Ella Grace Denton on instagram.

    Thanks for doing what you’re doing, it’s wonderful and important!

    Jess xx

    • Thanks Jess for getting in touch and I will definitely check your website out. Thanks for the kind words about my writing. I have always had strong convictions given my interests in politics and social justice; it’s needed if you want to be an activist 🙂 I appreciate your recommendations too and I will have to check them out. I don’t spend a lot of time on Instagram anymore and I’m behind on reading blogs (as you can imagine, I have little time and try to prioritise the blogs of the people I care about, many of whom are in the ethical and sustainable space). Where abouts are you based? I try to organise get togethers of like-minded people so if you’re in Australia, consider yourself invited to the next one. It will be held in Melbourne in June. Let me know 🙂 xx

      • Hi Jennifer,
        Thanks for getting back to me so quickly. As you said, you’re very busy, I marvel at how good you are at replying to everyone’s comments!
        I am based in Melbourne, while by blogging partner lives in Brisbane. I’d absolutely love to come along to a meet up. How do I stay in the loop or will you be publishing info on here nearer to the date? Xx

        • Hi lovely! I try to respond to everyone’s comments as soon as they come through but there are times when I get too busy and have to batch my responses (like today. I’m actually sick and so playing catch up with everything. I should be writing a few articles but can’t get my head to cooperate through the fever and coughing). Anyway to be kept in the loop, please search Mindful Boss Ladies on Facebook and you’ll find the group I administer on there. I will be posting about the event shortly as I’ll be flying to Melbourne mid-June. Look forward to meeting you!! xx

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