Understanding Fashion Scandals: Social Media, Identity, and Globalization

Contemporary fashion brands have been called out for cultural appropriation, racism, misogyny, and flirting with fascism, and Understanding Fashion Scandals is the first book to explore this changing landscape through case studies. It analyzes the tactics brands adopt to avoid or mitigate scandals and maps the fashion industry's journey towards cultural sustainability.

Format: Hardback
Length: 248 pages
Publication date: 25 January 2024
Publisher: Bloomsbury Publishing PLC

Fashion has been a subject of controversy for many years, with local and global fashion brands being called out for cultural appropriation, racism, misogyny, and even flirting with fascism. In recent years, the fashion industry has been undergoing a significant change, with the rise of social media and the increasing scrutiny of brands' actions. Understanding Fashion Scandals is the first book to explore this changing landscape of contemporary fashion through case studies showing how'shock value lost its currency.' The book focuses on the changes since the late-1970s and early 1980s, when brands like Calvin Klein and Benetton first used controversy as a promotional tool to build their brand identity, to the contemporary industry where avoiding social media backlash is critical to survival.

Analyzing the tactics brands including Burberry, Dior, Dolce & Gabbana, and Prada adopt to avoid or mitigate scandals, Vänskä and Gurova map the fashion industry's journey towards cultural sustainability.

Cultural appropriation is a significant issue in the fashion industry, with brands often taking elements from other cultures and using them in their designs without proper understanding or respect. This can lead to offensive and insensitive representations of cultures, causing harm and offense to those who are represented.

Racism is another issue that has been prevalent in the fashion industry for many years. Brands have been accused of using racist imagery and language in their advertising and marketing campaigns, as well as employing discriminatory practices in their supply chains. This can have a negative impact on the communities that are affected by these practices.

Misogyny is also a significant issue in the fashion industry, with brands often promoting unrealistic and harmful beauty standards that can negatively impact women's self-esteem and body image. This can lead to a culture of body shaming and discrimination against women.

Flirting with fascism is a concerning issue that has been raised in the fashion industry in recent years. Brands have been accused of using fascist-inspired imagery and symbolism in their designs, as well as promoting ideologies that are antithetical to democracy and human rights.

The book explores these issues through case studies of fashion brands that have faced scandals in recent years. These case studies include Burberry, which was criticized for using racist imagery in its advertising campaigns; Dior, which was accused of promoting unrealistic beauty standards; Dolce & Gabbana, which was criticized for using offensive imagery in its advertising campaigns; and Prada, which was criticized for using fascist-inspired imagery in its designs.

The book also discusses the tactics that brands use to avoid or mitigate scandals. These tactics include avoiding controversial topics in their advertising campaigns, engaging with their customers on social media, and implementing policies that promote diversity and inclusivity in their workforce.

The fashion industry has a long way to go in terms of cultural sustainability, but the book provides valuable insights into the challenges that brands face and the steps that they can take to improve their practices. By understanding the impact of their actions on society and the environment, fashion brands can become more responsible and ethical in their practices and contribute to a more sustainable and inclusive future.

In conclusion, while all publicity is good publicity, it is important to recognize that not all publicity is positive. The fashion industry has been facing significant challenges in recent years, with brands being called out for cultural appropriation, racism, misogyny, and even flirting with fascism. Understanding Fashion Scandals is a valuable resource for anyone interested in learning more about these issues and the steps that the fashion industry can take to improve its practices. By avoiding controversial topics, engaging with their customers on social media, and implementing policies that promote diversity and inclusivity, fashion brands can become more responsible and ethical in their practices and contribute to a more sustainable and inclusive future.

Dimension: 234 x 156 (mm)
ISBN-13: 9781350248960