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Full Description
This book introduces the theories and frameworks necessary to drive meaningful social change in fashion brand communication, illustrating their applications with examples of brands that prioritize social justice, decolonization, and environmental sustainability in their practices and communication strategies.
Drawing on social, consumer, and cultural theories—such as Indigenous dress theory, circularity, fat liberation, and social reproduction—this book encourages students to think critically about brand communication in ways that are relevant, impactful, and aimed at transforming discourse and ideologies, rather than focusing solely on products.
Through case studies ranging from Polo Ralph Lauren's collaboration with Indigenous weaver Naiomi Glasses to material regeneration at Veja, the authors demonstrate how these narratives can be applied in practice while raising ethical questions about transparency and authenticity in fashion brand messaging. Readers will not only gain an understanding of why more inclusive and equitable brand narratives are essential but also develop the knowledge and critical thinking skills needed to analyze, interpret, and contribute to the ongoing transformation of fashion brand storytelling.
Creating Responsible and Inclusive Brand Narratives will be of interest to advanced students of Fashion Communication, Marketing and Brand Management.
Contents
Preface
Acknowledgements
Part 1: Sustainability and Environmental Justice
Introduction to Part 1: Sustainable Fashion Communication
Emily Huggard
Chapter 1: The Evolution of Fashion Brand Narratives
Emily Huggard
Chapter 2: Decolonizing Fashion Brand Sustainability Narratives
Emily Huggard and Pramila Choudhary
Chapter 3: No Marketing: Communicating Commitment to Fair-trade Principles, the Environment, and Workers' Rights
Melody Serafino
Chapter 4: Mediatized Sustainability: Branded Digital Fashion Consumption
Daniel Drak
Part 2: Equity, Inclusion, and Social Justice
Introduction to Part 2: Equity, Inclusion and Social Justice
Edward Salazar Celis and Emily Huggard
Chapter 5: Redefining Brand-Artisan Collaborations: Coloniality and Transformations in Latin American Fashion
Edward Salazar Celis
Chapter 6: Walk in Beauty: Preserving Indigenous Cultural Heritage
Sariah Park and Bella Trigg
Chapter 7: Embodying the Fat Liberation Movement via Brand Narratives
Leila Kelleher
Chapter 8: Towards A Social Turn in Fashion: Insights from Socially Engaged Art
Jason Kass
List of Contributors
Index
