Australian luxury fashion brand Mia Fratino will shut its online store on the Black Friday/Cyber Monday weekend for the third year in a row.
The brand cited the overproduction in the fashion industry for the protest, and is encouraging other retailers to follow suit.
Over the last two years, Mia Fratino boycotted the sales event with the hashtag #noplayblackfriday. Co-founder Amy Jones said the brand received overwhelming support, particularly in 2022.
“We’re proud of the impact it had and want to continue to advocate for slow fashion during this period," Jones said.
According to Mia Fratino, Black Friday and Cyber Monday deals are starting earlier and running long. Jones said she and her team want to avoid adding to the noise.
“This isn’t about condemning consumers or brands - instead empowering and educating shoppers to make mindful, genuine purchases,” Jones said. “Instead of offering sales during this period, Mia Fratino operates with an honest and transparent pricing structure year-round, without false margins built in to accommodate such sales events.
“We don’t participate in sales to the public during peak and intentional promotional periods, instead we reward loyal customers with private access to archival lines in an organic and considered manner.”
According to Jones, opting out of the Black Friday and Cyber Monday events aligns with the company’s core ethos of mindful purchasing of sustainable garments designed to last.
“We want to use our voice within the industry to reflect the shift in consumer values and priorities.”