Made by Indira encourages ethical consumption

By: Trademagazin Date: 2025. 12. 01. 10:38

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The volume that has just been published in Hungary, which deals with the serious social dilemmas of the global fashion industry – Made by Indira – carries an important message for retail players, brands and consumers alike. The novel by Caja Cazemier and Martine Letterie shows the reality behind fast fashion through the stories of two teenage girls: on one side, Indira, an Indian girl working in a clothing factory, and on the other, Terra, a European teenage shopper.

The authors’ intention is clear: to draw attention to the fact that behind the “good price” often someone else — often children — pays the real cost. The vulnerability of young people forced into production is still a real problem in Far Eastern production today, while accelerated trend-following and impulse buying exacerbate social inequalities.

The reading therefore goes beyond literature:

sensitizes to the ethical risks of supply chains,
encourages responsible consumer choices,
shine a spotlight on transparency, which is now an essential competitive factor in the fashion market.

The story also offers hope: Indira is finally freed from the abusive work environment, can study, and starts a new life. Her turn of fate also shows that industry and civic initiatives can generate real change.

The book is another sign for retail brands that the demand for ethical fashion is growing among Generation Z. Social responsibility is not a side issue: it also affects brand loyalty, reputation and long-term competitiveness.

Made by Indira was produced with the support of the European Union’s Creative Europe programme.