World Society for the Protection of Animals

World Society for the Protection of Animals

March 15, 2007 11:10 ET

'Conscious Fashion' is the latest fashion buzz phrase

Animal welfare, human rights and environmental issues take centre stage

Attention: Arts/Entertainment Editor, Assignment Editor, Environment Editor, News Editor, World News Editor TORONTO/ONTARIO/PRESS RELEASE/FASHION/TREND--(CCNMatthews - March 15, 2007) - (TORONTO - March 15, 2007) From eco-fibres to vegan shoes, the new fashion-conscious have a conscience. The latest buzz-phrase, "conscious fashion" speaks to a growing number of consumers that see fashion as an extension of their moral and ethical views. The fashion industry is responding, and an increasing number of designers are putting animal welfare, human rights and environmental concerns front-and-centre.

For animal welfare organizations like the World Society for the Protection of Animals (WSPA), the trend is welcome. WSPA has been working for decades to end the suffering of animals and to raise animal welfare standards. Education is a key pillar of the organization, and it sees conscious fashion as a positive result of the new dialogue on ethical issues.

"It's incredible to see a growing discussion about the importance of animal welfare in fashion," said Melissa Tkachyk, WSPA Canada Campaigns Officer. "As a result, people are becoming more aware of how their own decisions, fashion and otherwise, can have an impact."

The Canadian seal hunt is an example of an issue where they hope the fashion industry will invoke change. WSPA has partnered with Canadian celebrity Holly Dignard to create a limited edition t-shirt to protest the cruel killing of seals in Canada. Dubbing the campaign "fashion faux pas," Dignard and WSPA hope to draw attention to the impact the fashion industry can have on the lives of animals.

"I've grown up head over heals in love with fashion. It's such a powerful industry - I believe - because it's such an incredible and powerful medium for self-expression, creation and beauty," said Dignard, star of CTV's Whistler. "I hope more people will use fashion to express themselves, make a statement, show they care, show that they're aware, and in turn make the world around them aware of important issues - all through the beauty of clothes. Every little bit counts and we can all make a difference."

With greater awareness, the desire and need for ethical choices will continue to grow. The fashion industry and the trend toward 'conscious fashion' can have a positive impact - on the planet and for animal welfare.


The World Society for the Protection of Animals (WSPA) works to raise the standards of animal welfare throughout the world. WSPA holds consultative status with the United Nations and observer status with the Council of Europe, and is the world's largest international federation of welfare organizations. Headquartered in the UK with offices in 13 countries, WSPA works towards building a united global animal welfare movement with compassion and action through partnerships with 736 animal organizations in 146 countries.

Holly Dignard plays Nicole Miller in the new hit CTV show 'Whistler'. As an Atlantic Canadian, Dignard feels strongly against the Seal Hunt. When not in front of the camera, Dignard produces, studies dance and music, mentors youth and is a WSPA Animal Rescue Team member.

/For further information: For more information on WSPA and to purchase a ‘fashion faux pas’ t-shirt visit
For more information on the Canadian seal hunt visit
For more information on Holly Dignard visit

Contact Information

  • Michelle Cliffe, Marketing and Public Relations Advisor, World Society for the Protection of Animals
    Primary Phone: 416-369-0044 ext. 111
    Toll-Free: 800-363-9772