Transnasional Digital Activism : Analisis Strategi Kampanye Digital Fashion Revolution #WhoMadeMyClothes

Jacob, Fionna Abigail (2026) Transnasional Digital Activism : Analisis Strategi Kampanye Digital Fashion Revolution #WhoMadeMyClothes. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini dilatarbelakangi oleh masalah eksploitasi buruh, degradasi lingkungan, dan ketidaktransparanan rantai pasok dalam industri fast fashion global bernilai lebih dari 1,3 triliun dolar AS, khususnya pasca-tragedi Rana Plaza tahun 2013 yang menewaskan lebih dari 1.100 pekerja, dengan kampanye digital #WhoMadeMyClothes oleh Fashion Revolution menjadi respons penting terhadap perusahaan seperti H&M, Zara, dan Shein, namun efektivitasnya dalam mendorong perubahan nyata masih perlu dianalisis secara mendalam. Penelitian ini bertujuan untuk menganalisis strategi kampanye digital Fashion Revolution dalam gerakan transnasional #WhoMadeMyClothes, serta mengungkap pengaruhnya terhadap kesadaran konsumen, tekanan publik, transparansi rantai pasok, kondisi kerja pekerja garmen, dan keberlanjutan lingkungan industri fast fashion global. Penelitian ini menggunakan pendekatan kualitatif dengan desain studi kasus deskriptif-analitis, kerangka teori Transnational Advocacy Networks (Keck dan Sikkink), Teori Digital Campaign, dan Triple Bottom Line (Elkington), serta mengumpulkan data melalui analisis dokumen, Fashion Transparency Index, dan analisis konten serta komentar publik pada platform TikTok dan Instagram (akun global serta regional Australia, Malaysia, dan Brasil). Hasil penelitian menunjukkan bahwa kampanye ini berhasil meningkatkan kesadaran konsumen dan tekanan publik melalui narasi emosional serta visual storytelling, terutama di TikTok yang lebih efektif membangun empati, sementara Instagram lebih kuat mendorong tuntutan transparansi dan akuntabilitas merek, meskipun perubahan struktural masih bersifat parsial karena tantangan greenwashing, slacktivism, dan resistensi korporasi. Penelitian ini menyimpulkan bahwa strategi kampanye digital Fashion Revolution melalui #WhoMadeMyClothes efektif sebagai jembatan aktivisme transnasional dalam meningkatkan kesadaran dan tekanan publik, meskipun diperlukan dukungan regulasi yang lebih kuat serta integrasi aksi offline untuk mewujudkan transformasi keberlanjutan yang mendalam dan sistemik di industri fast fashion. Kata Kunci: Fast Fashion, Fashion Revolution, Gerakan Transnational, Kampanye Digital, Transparansi Rantai Pasok , #WhoMadeMyClothes / This study is motivated by the issues of labor exploitation, environmental degradation, and lack of supply chain transparency in the global fast fashion industry valued at more than 1.3 trillion USD, particularly following the 2013 Rana Plaza tragedy that killed more than 1,100 workers. The digital campaign #WhoMadeMyClothes launched by Fashion Revolution has become an important response to these problems, targeting companies such as H&M, Zara, and Shein; however, its effectiveness in driving real change still needs to be analyzed in depth. This research aims to analyze the digital campaign strategy of Fashion Revolution in the transnational movement #WhoMadeMyClothes, as well as to reveal its influence on consumer awareness, public pressure, supply chain transparency, garment workers’ working conditions, and environmental sustainability in the global fast fashion industry. This study employs a qualitative approach with a descriptive-analytical case study design, using the theoretical frameworks of Transnational Advocacy Networks (Keck and Sikkink), Digital Campaign Theory, and Triple Bottom Line (Elkington). Data were collected through document analysis, the Fashion Transparency Index, and content and public comment analysis on TikTok and Instagram platforms (global accounts and regional accounts from Australia, Malaysia, and Brazil). The findings show that the campaign has successfully increased consumer awareness and public pressure through emotional narratives and visual storytelling particularly on TikTok, which is more effective in building empathy while Instagram is stronger in encouraging demands for transparency and corporate accountability, although structural changes remain partial due to challenges such as greenwashing, slacktivism, and corporate resistance. This study concludes that the digital campaign strategy of Fashion Revolution through #WhoMadeMyClothes is effective as a bridge for transnational activism in enhancing awareness and public pressure, although stronger regulatory support and integration with offline actions are still needed to achieve deep and systemic sustainability transformation in the fast fashion industry. Keywords: Digital Campaign, Fast Fashion, Fashion Revolution, Transnational Movement, Supply Chain Transparency, #WhoMadeMyClothes

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