Based on an analysis of the main institutional responses to the Rana Plaza factory collapse in 2013, we find that the catastrophe produced institutional change in some areas, but has thus far failed to do so in others. We focus our analysis on Germany, which has significant garment import from Bangladesh. Specifically, we find that the majority of governance initiatives are production-oriented and not consumption-oriented. This means that they are mostly geared towards changing working conditions at supplier factories and not towards challenging the fast fashion business model and the related consumer behavior. By drawing on the ‘focusing events’ framework we outline the problem definition, policy templates, and actors behind the most important initiatives and are thereby able to offer explanations for this outcome. We conclude by outlining alternative consumption-oriented courses of action that could complement production-oriented initiatives.