Short 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.

Long 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 and Branding.

Table of 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