The Poor Communities and Trade Programme (PCTP) of the ITC aims to reduce global poverty through the generation of trade opportunities for marginalized communities and micro producers in the developing world by involving micro enterprises in international and regional trade.

Its flagship project, The Ethical Fashion Approach, enables international fashion companies and distributors to source from African communities, without bias in price or quality, thus allowing groups of marginalized artisans to become part of the larger value chain.

This business dynamic is paralleled with a social dimension including a rigorous code of ethics and gender equality. All stages of production are designed to empower women; this by raising their daily income long-term and ensuring sustainability through capacity-building, skills training and technical assistance.

Desirable, ethical fashion products can grab consumer interest and command high prices, thanks in part to the unique stories they carry of environmental improvement and positive social impact. The Ethical Fashion Approach ensures that those spearheading global design agendas can collaborate fruitfully and fairly with African artisans while also being actively engaged in cleaning the environment, joining together to achieve a three-point bottom line:

PEOPLE, PROFIT, PLANET

Carmina Campus Ethical Fashion Collection in Japan

Long-time partner of the Poor Communities and Trade Programme, Ilaria Venturini Fendi, the Italian luxury accessories designer who heads Carmina Campus, was the special guest for the 180th anniversary of Takashimaya - one of Japan’s most prestigious department stores (07-13 October 2011.) Ms. Venturini Fendi was invited to showcase her Ethical Fashion Africa collection produced through the PCTP approach, involving marginalised communities of micro-producers in Kenya. The collection included bags and accessories produced using environmentally-friendly materials such as recycled military blankets, tent roping, off-cuts from Maasai blankets, leather swatches etc. While the more sophisticated bags were partially manufactured in Kenya, then assembled in Italy by highly skilled leather experts, Ms. Venturini Fendi also presented Japanese buyers and consumers a capsule collection entirely produced in Nairobi: the ‘100% Made in Africa’ collection.

The event in Japan included in-store trunk shows involving fashion buyers and customers who were presented with the concept behind Carmina Campus’ engagement in Africa, as well as an in-store TV talk show with fashion journalist Yoshiko Ikoma, former editor of Marie-Claire Japan and one of the precursors of raising ethical issues related to fashion in Japan. The positive response from the media and consumers – most of the bags were sold during the event – leads to believe the partnership of Carmina Campus with the PCPT Programme will have a promising future in the Japanese market. Furthermore, the strong interest in the PCTP initiative from Takashimaya and other companies from the Japanese fashion industry - both designers and department stores – highlights many new prospects of market opportunities in the region. Indeed, Japanese consumers have been increasingly interested in joining the movement for responsible consumerism, including in fashion, and many fashion labels are seeking to adopt ethical production systems. 

Watch ITC/Carmina Campus Video (English)   

Watch ITC/Carmina Campus Video (Japanese)  

Read article from La Nazione and Il sole 24 Ore (Italian)  

The Vivienne Westwood Team in Kenya

On the 16th June, the ITC Ethical Fashion Programme was proud to present the new collection of internationally acclaimed designer, Vivienne Westwood, all made in Kenya by groups of micro-producers. This was the 2nd collection designed by Vivienne Westwood, as part of the brand’s ‘Ethical Fashion Africa Collection’, distributed by the online retail giant; yoox.com.

“Handmade with love in Kenya”, as the labels on the bags indicated, the collection is a complete range of handbags and accessories made from recycled materials by marginalised artisans. From the slums of Nairobi to the most barren rural areas, some of the world's most disadvantaged women are empowered by this collection.

To present the collection and celebrate this successful partnership, yoox.com and Vivienne Westwood hosted a launch event during the Pitti trade fare in Florence, where key stakeholders from the fashion industry and media were seen together. Guests included Vivienne Westwood, Federico Marchetti (Founder and CEO of Yoox), Imran Amed (Founder Business of Fashion) and Ilaria Ferragamo.

 The collection was also showcased a few days later during the Vivienne Westwood menswear show and is already very well received by the fashion critics. Westwood is currently in the process of designing the 3rd collection in collaboration with the Ethical Fashion Programme, inspired by some of the traditional skills she discovered while visiting Kenyan community groups in May 2011. 

Watch our video 

Read about Vivienne in Africa with the ITC  

Buy the bags online  

Read more about the project on the Vivienne Westwood website