LOOK BOOK 2011
ETHICAL PRIDE
SPECIAL THANKS TO:
MAP MITRA ADI PERKASA TOPSHOP | TOPMAN | PULL & BEAR | DOROTHY PERKINS | MARKS & SPENCER map-indonesia.com
CONTENTS EDITORS ELENA LIE MONICA SANTA
4 6
NOTE FROM THE EDITORS WHAT IS FAIR TRADE
17 19 24 27
WHO’S THE FAIREST OF THEM ALL? FAIR TRADE STANDARDS BEHIND THE SEAMS TAINTED TREASURES WHY FAIR TRADE
MODELS BAGUS ADHIPRAKOSO
CLARA AVERINA ELENA LIE FREYA PATRICK JASON LEE JOEY YAO JOYCE ISHIKAWA MARC ANTHONY MONICA SANTA NA HYEON KIM PUTRI CLARKE SALLY GETHING WON JUN KONG PHOTOGRAPHERS ANDREW ARISMUNANDAR
JOEY YAO MARC ANTHONY
35 38 43 44 50 52 53
LET’S BE FAIR COTTON CORRUPTION COMMUNITY TRADE ENVIRONMENTAL BENEFITS THE BODY SHOP PRODUCT GUIDE A CLOSER LOOK ACKNOWLEDGEMENTS DIRECTORY
NOTE FROM THE
EDITORS
The world’s poorest women make the world’s most expensive clothes. After watching a video about Fair Trade during a humanities class, that was the line that had us hooked. Our task was to create a campaign that would spread awareness about an issue of Fair Trade and at first, we have no idea how to do that. Then an idea just popped into our heads: why don’t we make a fashion magazine that promotes Fair Trade in all its glamorous glory? So we did our research. We found out that designer brands like Topshop, Pull and Bear, Dorothy Perkins and Marks & Spencer were dedicated to changing the lives of marginalized farmers and communities through buying fabrics that were “sweat free.” Intrigued, we didn’t stop until we had our hands on those clothes. We sent emails, wrote letters and called every contact we had until we were finally given permission to borrow the clothes. After endless researching, contacting companies like MAP and the Body Shop, selecting the clothes, conflicting schedules, returning the clothes, hectic photo shoots (it rained during two of our photo shoots) and all night editing, it was time to make this book a reality. We hope that this look book will be an encouragement to choose the ethical choice: Fair Trade. ELENA AND MONICA
Bangles by MARKS & SPENCER Dress by PULL AND BEAR Photographed by ANDREW ARIS
WHAT IS FAIR TRADE Fair trade is a system of exchange that benefits producers, communities, consumers, and the environment by offering better prices, working conditions and fair terms of trade for farmers and workers in marginalized communities. Farmers have to work endlessly in the fields to grow coffee. Women are forced to work day and night in factories to make our shoes. Children are being taken from school to harvest cotton in the fields. These people are forced to do this for very little or no money at all. With Fair Trade, workers are guaranteed freedom of association and
safe working conditions. Fair trade also encourages women’s participation and leadership. Human rights and child labor lqws are strictly enforced. Fair Trade is more than just trading; it proves that greater justice in the trading world is possible. It highlights the need for change in the rules and practice of conventional trade and shows how a successful business can also put people first.
Top by TOPMAN Photographed by ANDREW ARISMUNANDAR
WHO’S THE
FAIREST
OF THEM ALL?
Leather Jacket by TOPMAN Hoodie by TOPMAN Collar Shirt by TOPMAN Photographed by Andrew Arismunandar
Dress by PULL & BEAR Bangles by MARKS & SPENCER Hat by MARKS AND SPENCER Photographed by JOEY YAO
Left- Jacket by TOPMAN Right- Jacket by TOPMAN Photographed by ANDREW ARISMUNANDAR
Hoodie by TOPMAN Photographed by ANDREW ARISMUNANDAR
FAIR TRADE STANDARDS
For a brand to be considered Fair Trade, the production and distribution process must adhere to the World Fair Trade Organization's charter. They are summarized in the 10 Standards to which members address in their relations with suppliers: • • • • • • • • • •
Standard One: Creating Opportunities for Economically Disadvantaged Producers Standard Two: Transparency and Accountability Standard Three: Trading Practices Standard Four: Payment of a Fair Price Standard Five: Child Labour and Forced Labour Standard Six: Non Discrimination, Gender Equity and Freedom of Association Standard Seven: Working Conditions Standard Eight: Capacity Building Standard Nine: Promotion of Fair Trade Standard Ten: Environment
Dress by PULL AND BEAR Earrings by DOROTHY PERKINS Necklace by PULL AND BEAR Photographed by MARC ANTHONY
BEHIND THE SEAMS Clothes. We all have them. But something’s wrong with the picture if the people who produce the garment can’t even afford to buy the clothes they make. Why? Repressive management policies and weak labor regulations have led to poor wages. It is a violation of the garment workers’ human rights and is intolerable. J.M Rathna is a 39 year old woman who used to be a garment worker in India but is now the vice president of Munade, a women’s labor rights group. Before the Munade, she worked in the garment making industry for 16 years. “They gave us production targets that were almost impossible to achieve and though we were permitted a half hour lunch, we were often forced to continue working,” says Rathna. “Sometimes we don’t drink water because then we’d have to go to the toilet” Bathroom breaks meant the workers had to do overtime or were even fired on the spot. On a good day, Rathna is paid the minimum wage of £53 a month. She is often paid far less than that.
Rathna currently lives with her husband and two sons in the slums and shares a toilet with four other families. She struggles to provide them with food, water and other living necessities. “t’s a hard life, but it’s the only way to live,” says Rathna. There are others like Rathna, millions of poor, poverty-stricken garment workers, most of them women who don’t have access to clean drinking water, medical healthcare or education. Workers aren’t even asking for high raises, just a mere two pence. That two pence is the difference between a living wage and poverty. For companies that make millions in profit, two pence is virtually nothing. Since the factories are often situated in developing countries, production is usually not monitored and corruption is common. Garment workers are forced to meeting impossible deadlines, work in cruel and harsh conditions for very little. They can hardly afford to buy the clothes they make, let alone pay the bills or feed their children. Life behind the seams is certainly not very glamorous. It’s the harsh reality behind the clothes in your closet.
-17-
Top by TOPMAN | Photographed by ANDREW ARISMUNANDAR
Top by TOPSHOP| Photographed by ANDREW ARISMUNANDAR
Skirt by TOPSHOP | Photographed by ANDREW ARISMUNANDAR
TAINTED TREASURES Batik is one of our nation’s most treasured heritage but the workers who make them do not always get the wage they deserve. Mia is a 20 year old batik worker in Desa Setono, who works for Rumah Batik Cahyo. She receives Rp.7.000 a day, working 12 straight hours in a harsh working environment. Where she works, the toilets are filthy, the lights are dim and there aren’t any fans, let alone air conditioning to cool her down. Sayeripi, Jasnoah, Wasni and Wasmi are all trusted batik workers who are well over 70 years old. They cannot retire and must make batik to support their families. The most shocking part is that the batik house sells their batik to the middleman for around Rp.300.000 depending on textures and materials. The middleman will then sell it to us, the consumers, for even more. Fair Trade companies have been changing worker’s lives. Mitra Bali, a member of the World Fair Trade Organization is one of them. Established in 1993, this non-profit organization has been supporting artisans in Bali by renovating their workshops, reinforcing sanitation and hygiene in their communities, purchasing equipments and tools to enhance production, making free workshops to train the workers and providing them loans. We need to support these workers by saying NO to batik that is made by unfair labor.
Dress by PULL & BEAR Belt by DOROTHY PERKINS Photographed by JOEY YAO
Dress by TOPSHOP | Photographed by ANDREW ARISMUNANDAR
WHY
?
FAIR TRADE Fair Trade benefits small scale producers
Fair Trade means a living wage for plantation and factory workers
Fair Trade provides a premium for community development Fair Trade is people over profit Fair Trade is better for the environment Fair Trade helps protects children Fair Trade empowers women and girls
Fair Trade means partnership, not exploitation Fair Trade raises awareness for trade justice Fair Trade is the ethical choice
LET’S
BE FAIR
Hippie Headband by DOROTHY PERKINS Top by TOPSHOP Photographed by ANDREW ARISMUNANDAR
FAIR TRADE CAN BE BEAUTIFUL
Top by TOPSHOP Bangles by MARKS & SPENCER Photographed by JOEY YAO
Top by TOPSHOP Photographed by JOEY YAO
THE
CORRUPTION OF COTTON Written by Sean Lin
An estimated 100 million households are involved in the cotton trade all around the world. The world’s largest cotton producing countries are the US, China, India, Uzbekistan and West and Central Africa. Cotton is an important and sometimes only source of income to families who live in those areas.
crop is actually worth because they desperately need the money.
A case study carried out by Kishor Tiwari, investigating cotton farmer suicides in Vidarbha, India found out that an average of three farmers commit suicide each day.
Cotton is considered the world’s dirtiest crop because of it’s heavy use of insecticides and fertilizers which is harmful to human health and the environment.
This is because of the price of selling cotton is low but the farmers who grow it spend money to produce the crop. Poor farmers often end up owing money because they are trying to grow new modified seeds or use expensive pesticides or fertilizers. Often they are deceived into purchasing these things by middle men. Sometimes, farmers sell their crops to the middle man for much less than what the
Since 1997, 25 thousand farmers have committed suicide. Cotton farmers have been affected the most but spice, potato and onion growers have also been affected.
25% of the world’s insecticide is sprayed on cotton even though cotton plantations only take up 4% of the world’s agricultural land. By producing organic cotton, we can reduce the harmful impacts on the environment significantly and also make trade fair. Planting organic cotton maintains fertile soil and reduces the amount of dangerous chemicals that end up in our clothes.
Dress by MARKS & SPENCER | Necklace by DOROTHY PERKINS | Photographed by ANDREW ARISMUNANDAR
COMMUNITY TRADE Community Trade was pioneered by the Body Shop in 1987. It offers poor farmers in developing countries a stable and long term income. Unlike the Fairtrade mark, which is mostly found in commodity and foodstuffs, the Body Shop has developed their own approach in the cosmetics industry. There are differences and similarities to Fair and Community Trade but they all have the same end in sight that of trade justice. In exchange for high quality ingredients and handicrafts the workers produce, they are rewarded with a long term relationship based on the very fundamentals of fair trade. Ingredients are grown and harvested by local farmers, grown using time-honored
techniques, less pesticide and no child labor. Committed to building long term relationships with communities, the Body Shop supports its cause by guaranteeing a living wage for the supplier and their community by giving them a fair income, plus a premium. The Body Shop also buys a range of ingredients, gifts and accessories from marginalized communities around the world. Thanks to the Community Trade program, these communities can have access to a global market that would otherwise be out of their reach. Look for the Community Trade mark on products like the Shea body butter or strawberry shower gel when you visit the Body Shop!
ENVIRONMENTAL
BENEFITS Written by Kelvin Widjajaputra
Fair Trade benefits the environment because farmers use organic farming methods to ensure that the crops are healthy and high quality.
commercial farms. Large amounts of different crops will usually be grown in one area, a method known as ‘intercropping.’
Even if they are not certified organic, they often produce crops in a more eco-friendly way such as minimizing herbicides, pesticides and pollutants as much as possible.
In addition, many Fair Trade plantations have planted trees and buffer zones to protect the local environment.
The Fair Trade certification also limits the use of agrochemicals and favors using more environmentally sustainable farming techniques. Another way that Fair Trade products help the environment is that crops are usually grown in smaller farms which use land more effectively than
Fair Trade farmers also work together with Fair Trade corporations such as the Body Shop to promote environmental sustainability. Fair Trade also ensures that clothing aren’t made from harmful dyes and that waste products are disposed of in a sustainable manner.
the Body Shop
FAIR TRADE PRODUCT GUIDE _
Unleash your fierce personality with Love, etc, a sensuous blend of Egyptian jasmine with warm, radiant notes of vanilla and sandalwood
It tastes DeLipScious Add a splash of color to your lips with this moisturizing, fruit flavored lip balm made from all natural ingredients including Community Trade blueberries and pomegranate seed oil
Dress by PULL & BEAR Photographed by MARC ANTHONY
Fruity fragrance Feel fresh and clean with this refreshing and cleansing shower gel that softens and moisturizes your skin with a sumptuous strawberry scent
Shea’s so beautiful Treat your skin to non-stop moisturization with a rich, intensive cream made with Community Trade shea butter
A CLOSER LOOK Behind the scenes with Ethical Pride before, during and after the photo shoots
ACKNOWLEDGEMENTS We couldn’t have done this project without the help of a very supportive group of people. First and foremost, we would like to thank Ibu Riri, Ibu Tania and everyone from the MAP who helped us contact all the stores. Without you, this project would never have been made possible. A huge shout to our project members, Sean and Kelvin for being the best co-workers we could ask for. Thanks for doing your best, contributing creative ideas for the shoot and being supportive and collaborative throughout the whole process. We would like to say a big thank you the Body Shop for lending us such talented makeup artists to work with our models.That being said, thank you to all the models who volunteered to be in this catalogue. Your enthusiasm and eagerness to be a part of this project is greatly appreciated. We can’t forget the photographers, Andrew, Joey and Marc for taking the photos either! You did such a great job and thank you for giving up your weekends to help us out and tolerating our bossiness. Special thanks to Thomas for introducing us to the Body Shop team and Christy for helping out during a hectic photo shoot. We would also like to thank Clara for opening up her home to us during a shoot. Last but not least, thank you to all the men, women and children who have worked or are still working in the the fields, sweatshops and factories, to make the very clothes we have on our backs.You are the inspiration for this project. You are the reason why trade needs to be made fair.
Grand Indonesia Jl. Mh. Thamrin
Grand Indonesia Jl. Mh. Thamrin Grand Indonesia Jl. Mh. Thamrin Pacific Place Jl. Mh. Thamrin
Pondok Indah Mall Jl.Metro Pondok Indah
Pondok Indah Mall Jl.Metro Pondok Indah
Senayan City Jl. Asia Afrika,
Pondok Indah Mall Jl.Metro Pondok Indah
Mall Kelapa Gading, Jl.Boulevard Kelapa Gading
Senayan City Jl. Asia Afrika
Plaza Indonesia Jl. Mh Thamrin
Taman Anggrek Mall Jl. Arteri S.Parman
Plaza Senayan Jl. Asia Afrika
Plaza Senayan Jl. Sudirman
Pondok Indah Mall Jl.Metro Pondok Indah Senayan City Jl. Asia Afrika
Supermal Karawaci Lippo Karawaci Senayan City Jl. Asia Afrika
JAKARTA FAIR TRADE CLOTHING STORES IN
Grand Indonesia Jl. Mh. Thamrin Pondok Indah Mall Jl.Metro Pondok Indah Senayan City Jl. Asia Afrika
Grand Indonesia Jl. Mh. Thamrin
Pondok Indah Mall Jl.Metro Pondok Indah
Senayan City Jl. Asia Afrika
Pondok Indah Mall Jl.Metro Pondok Indah
Ethical Pride Š 2011 All rights reserved www.wix.com/ethicalpride/official