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Introduction: A critique of the ethical fashion paradigm

This article exposes the ideological discourse framing the ethical paradigm by questioning its underlying assumptions. It argues that far from the activists’ optimistic window-dressing, business ethics is a neo-liberal tool. It can only be understood in the context of the challenge that multi-national corporations pose to the nation state’s traditional roles of protecting its citizens. The critical analysis transcends the current paradigm of the ethical approach to fashion business by highlighting certain issues that the industry is keen to promote (e.g. fairtrade and sustainability) while repressing others (e.g. animal welfare, toxic cosmetics, role models of perfection).