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: Paperback / softback
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 transformation, 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 that show 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 refers to the inappropriate use or adoption of elements from a culture by individuals or organizations outside of that culture. It has been a significant issue in the fashion industry, with brands being criticized for using traditional clothing or symbols in a way that perpetuates stereotypes or disrespects cultural traditions. For example, in 2018, a fashion brand was criticized for selling a shirt that featured a Native American-inspired design, with many people accusing the brand of cultural appropriation.

Racism has also been a significant issue in the fashion industry, with brands being accused of using racist imagery or promoting racist attitudes. For example, in 2016, a fashion brand was criticized for using a black model to showcase a white dress, with many people accusing the brand of promoting racist stereotypes.

Misogyny has also been a problem in the fashion industry, with brands being accused of promoting sexist attitudes or using imagery that objectifies women. For example, in 2017, a fashion brand was criticized for using a model who appeared to be too thin to wear the clothing they were promoting, with many people accusing the brand of promoting an unhealthy body image.

Flirting with fascism has also been a concern in the fashion industry, with brands being accused of using imagery or themes that evoke fascist ideology. For example, in 2017, a fashion brand was criticized for using a model who appeared to be wearing a **** uniform, with many people accusing the brand of promoting fascist beliefs.

The fashion industry has been slow to address these issues, with many brands continuing to use controversial imagery or themes. However, there has been a growing movement towards cultural sustainability in the fashion industry, with brands increasingly recognizing the importance of respecting cultural traditions and promoting diversity and inclusivity.

One of the tactics that brands have adopted to avoid or mitigate scandals is to focus on cultural sustainability. This involves promoting diversity and inclusivity in the fashion industry, as well as working towards the communities that inspire their designs. For example, Burberry has been working with indigenous communities around the world to create sustainable fashion designs that reflect their cultural heritage.

Another tactic that brands have adopted is to avoid using controversial imagery or themes. This involves being mindful of the messages that their designs convey and ensuring that they are not offensive or harmful to any particular group of people. For example, Dior has been criticized for using imagery that perpetuates stereotypes of African-Americans, but the brand has since taken steps
steps to address this issue and promote diversity and inclusivity in their designs.

In conclusion, while all publicity is good publicity, it is important to recognize that not all publicity is good publicity. 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 the changing landscape of contemporary fashion and the tactics that brands are adopting to avoid or mitigate scandals. By focusing on cultural sustainability and avoiding controversial imagery or themes, the fashion industry can move towards a more inclusive and diverse future.

Weight: 540g
Dimension: 233 x 158 x 16 (mm)
ISBN-13: 9781350248977