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.
Edited by:
Emily Huggard
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions:
Height: 234mm,
Width: 156mm,
Weight: 330g
ISBN: 9781032851419
ISBN 10: 1032851414
Pages: 156
Publication Date: 05 September 2025
Audience:
College/higher education
,
Primary
Format: Paperback
Publisher's Status: Active
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
Emily Huggard is Assistant Professor of Fashion Communication at Parsons School of Design, New York, USA.
