Melbourne-born fashion label Gorman are copping flack on their Instagram account for the first in a series of posts introducing workers who make their clothes.
The post features a photo of a Chinese factory worker holding a sign carrying the words “I made your clothes”.
“Hi, I’m Liao, a knitter at C.Partners factory in China,” the picture is captioned. “I have been working here for 6 years. I love gormans (sic) knit designs, especially the colours.”
The quote is followed by a statement from the brand expressing their pride in the “ethically-sourced” merino knits made by Liao and his team and is accompanied by the hashtag #whomademyclothes.
Here is the first of a series of photos of the people making Gorman clothes. Today we introduce Liao. #whomademyclothes. “Hi, I’m Liao, a knitter at C.Partners factory in China. I have been working here for 6 years. I love gormans knit designs, especially the colours.” We are particularly proud of the ethically sourced non-mulesed merino knits Liao and his team have produced for Gorman for the last 4 years. Thanks guys.!! #ethicallwool #merino #australianfashion
The hashtag is the mark of a Fashion Revolution campaign to increase awareness of the manufacturing processes underpinning the global fashion industry.
Instagram users were unimpressed, however, chiming in with comments accusing the brand of having a “knee jerk reaction” to a recent report awarding umbrella company Factory X, who part-own Gorman, an F grade for ethical manufacturing.
“An independent audit has awarded you an F, it’s going to take more than a staged photo PR move to assure ethical shoppers,” one user wrote.
Another said they had lost confidence in the label writing, “I adore your designs but I won’t feel comfortable with buying them until I know the people making them are comfortable while doing so.”