Rachel Van Metre Kibbe: “I’ve been waving the flag to mainstream media since 2012”
When will mainstream media stop reporting so lightly on sustainable fashion, and start treating it as something truly desirable?
Helpsy founder, Rachel Van Metre Kibbe, has been trying to get their attention for years, knowing that it's not just Stella McCartney who designs with a conscious mind.
“The thing with the fashion industry, including fashion media, is that it is surprisingly cautious and conservative. It only really engages in things after they have been given significant approval. To get to that point, celebrities need to take interest. And to get there, lots of people have generally been involved behind the scenes for many, many years, working towards change. I have been waving the flag to mainstream media since 2012, to little significant mainstream media coverage.
When celebrities finally sort of appropriate the cause, for better or worse, they are the ones who get ‘heard’. It takes their voices, matched with the history of all our work, before the mainstream media suddenly takes a real interest—an annoyingly predictable game. However, as in all things, you have to work within the system to a certain extent.”
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