Javascript är avstängt eller blockerat i din webbläsare. Detta kan leda till att vissa delar av vår webbplats inte fungerar som de ska. Sätt på javascript för optimal funktionalitet och utseende.

Webbläsaren som du använder stöds inte av denna webbplats. Alla versioner av Internet Explorer stöds inte längre, av oss eller Microsoft (läs mer här: * https://www.microsoft.com/en-us/microsoft-365/windows/end-of-ie-support).

Var god och använd en modern webbläsare för att ta del av denna webbplats, som t.ex. nyaste versioner av Edge, Chrome, Firefox eller Safari osv.

Default user image.

Mariko Takedomi Karlsson

Doktorand

Default user image.

Selling women the green dream: the paradox of feminism and sustainability in fashion marketing

Författare

  • Mariko Takedomi Karlsson
  • Vasna Ramasar

Summary, in English

This article explores the paradox of corporations using social and environmental justice concerns to market products that are themselves made in conditions of environmental and social injustice, most often in the Global South. The effects of the fashion industry on people is two-pronged: 1) the unsafe and exploitative conditions under which many garment workers operate, and 2) the severe and harmful water and air pollution caused by fashion industry factories. There are thus contradictions inherent in the manner in which corporations, through their marketing, seek to foster feminism and environmentalism, whilst sourcing their garments from factories that operate in problematic ways. Using case studies of advertising campaigns from three Swedish companies, H&M, Monki and Gina Tricot, we conducted a discourse analysis to understand the messages to consumers as well as the image of the company that is portrayed. Through our political ecology analysis, we suggest that the promotion of feminism and environmentalism is not consistently applied by companies in their own practices and could at worst be labeled green and 'fem washing.' These approaches can also be deeply problematic when they lead to the exotification of others, and cultural appropriation. We further find that the marketing strategies in fashion serve not only to promote the sale of products but also have the effect of placing environmental responsibility onto individual consumers. Ultimately, fashion marketing serves to obfuscate ecologically unequal exchange and the true costs of fashion.

Avdelning/ar

  • Humanekologi
  • Institutionen för kulturgeografi och ekonomisk geografi

Publiceringsår

2020-05-01

Språk

Engelska

Sidor

335-359

Publikation/Tidskrift/Serie

Journal of Political Ecology

Volym

27

Issue

1

Dokumenttyp

Artikel i tidskrift

Förlag

University of Arizona

Ämne

  • Social Sciences Interdisciplinary

Nyckelord

  • gender
  • marketing
  • consumption
  • feminism
  • fashion
  • textiles
  • advertising
  • Ecologically Unequal Exchange
  • sustainability

Status

Published

ISBN/ISSN/Övrigt

  • ISSN: 1073-0451