Bafta Awards 2012 and Ethical Fashion

The 2012 Bafta Awards took place last night in London.  In terms of the fashion, ethical came out on top! 

Michelle Williams surprised everyone by choosing an H&M dress, which is part of the high street chain's latest conscious collection which is due to hit its stores in April. This is part of the retailer's sustainable initiative.

Michelle Williams in H&M

Colin Firth in Giorgio Armani and Livia Firth in Paul Smith

Livia Firth,  the woman behind the Green Carpet Challenge, wore a suit made from organic wool.  Take a look at Livia's blog here.  She also encouraged her husband Colin Firth, Michael Fassbender and Viola Davis to wear ethical outfits as part of the Green Carpet Challenge.  Colin Firth and Michael Fassbender's tuxedos are made from organic wool and recycled PET bottles.

Michael Fassbender in ethical Giorgio Armani

Viola Davis wearing the first ever ethical Valentino outfit made out of recycled PET bottles

However, do consumers actually care where their clothing comes from?  It has been argued that it has "emerged from the research....that most consumers pay little heed to ethical considerations in their purchase decision-making behaviour." (Carrigan and Attalla 2001 p.574)  However, this was the view in 2001, could it be argued in 2012, that ethics plays an increasing role?  This article argues that the majority (83%) of consumers are interested in ethics when purchasing goods.  Do you consider ethics when purchasing fashion garments?