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Australian fashion brands called out in Oxfam’s 2021 ‘Naughty or Nice’ list

Human rights organisation Oxfam has called on major fashion brands including Myer and Lorna Jane to be more transparent about their manufacturing practices.

On Thursday, the non-profit organisation released its annual Naughty or Nice list ahead of Black Friday sales.

Brands who made the nice list are those that have taken steps towards ensuring that their factory workers are paid a living wage.

“Three major clothing companies in Australia – Lorna Jane, Myer and The Just Group – have failed to take the basic step of publishing key information about where they manufacture their clothes,” Oxfam Australia Chief Executive Lyn Morgain said.

Branding expert, Nicole Reaney, who works with retailer Best & Less, which made Oxfam’s Nice list, said there’s been a global shift towards ethical fashion in recent years.

“We are living in different times – consumers are far more educated and seek out information into the journey that their product choices have made,” said Reaney, of InsideOut PR.

“This will have the effect of consumers questioning their choices. These reports come in waves and with the impacts of Covid-19 on the retail sector, and ahead of the busy Christmas trade, this will certainly have some impact… It is important for brands to continue their conversation with their customers and stakeholders on the positive initiatives they’re undertaking.”

Nicole Reaney, Director of InsideOut PR and founder of influencer agency, #AsSeenOn . Nicole has extensive experience in corporate and consumer PR and Communications and is available to comment on topics.

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