Description
Book SynopsisTrade ReviewThis is a fresh, updated and comprehensive book on the phenomenon of fashion scandals, which has gained media and consumer attention in recent years. The reader will find both rich case studies and an analysis of how fashion scandals deal with broader processes such as mediatization and cultural appropriation. -- Dr Marco Pedroni, University of Ferrara, Italy
A thought-provoking read looking at an important dynamic within the contemporary fashion and advertising worlds. The authors not only interrogate a variety of scandals, but offer an important framework for understanding contemporary fashion communication. -- Dr. Myles Ethan Lascity, Southern Methodist University, USA
This is a smart, rich and engaging analysis of fashion scandals as engines of media attention and as sites of everyday politics. Recommended reading for everyone interested in how fashion matters in the making of identities, cross-cultural connections and sustainable futures. -- Susanna Paasonen, Professor of Media Studies, University of Turku, Finland
A timely and original introduction to the complex politics of the "fashion scandal," investigated as a brand strategy in the age of global communication and social media. -- Hazel Clark, Professor of Design Studies and Fashion Studies, Parsons School of Design, The New School, New York, USA
Table of ContentsIntroduction The Two Types of Fashion Scandals Scandal as Politicization of Fashion Decolonizing Fashion Positioning Ourselves Epistemic Positionings Structure of the Book
PART ONE THE FASHION SCANDAL—PAST AND PRESENT 1. Framing the Fashion Scandal: The Platformization of Fashion Visualization of Fashion Mediatization of Fashion Social Media and the Platformization of Fashion The Instagramification of Fashion
2. Fashion Brands Negotiating Identity Politics Cultural Approach to Brands and Branding Negotiating Identity Politics
3. Changing Strategies of Fashion Brands: From Shock to Scandal A Short History of the Fashion Scandal: Deliberate Shock Contemporary Shock: The Unintentional Scandal Social Media and New Identity Politics Dismantling White Privilege and Introducing Intersectionality to Fashion
4. Emotional Effects of Social Media on Fashion: Calling-out and Canceling Emotional Branding Emotional Reactions and Canceling New Cultural Intermediaries and the Creation of the Unintentional Scandal Consumers Empowered to Speak Up What if a Brand is Canceled?
PART TWO CASE STUDIES 5. Russia Love is (Not Just) Love Feminist Resistance in a Conservative World Race Across Time and Space
6. Finland Maternity Clothes for 12-Year-Old African Girls Flirting with Fascists
7. Global Scandals Whose Identity? The Problem with “Cultural Appropriation” Casual Racism: “Eating with Chopsticks” Blackface and Structural Racism in the Fashion Industry “Mental Health is not Fashion”
PART THREE THE RESPONSE TO FASHION SCANDALS 8. Just Don’t Do It! Corporate World Response, Part One: Corporate Social Responsibility Corporate World Response, Part Two: Brands as Political Actors Corporate World Response, Part Three: Diversity Officers Academic Response, Part One: The Danger of “Diversity Washing” Academic Response, Part Two: the “Glossification of Diversity” Academic Response, Part Three: Reimagining the Fashion Curriculum Political Response, Part One: Supply Chains and Human Rights Political Response, Part Two: Advocacy Groups Benchmarking Business Conclusion: A Call for Cultural and Social Sustainability
PART FOUR EPILOG 9. The Counter Narrative Heidi Karjalainen, Finland Ervin Latimer, Finland Jahnkoy, USA Claudia Lepik, Estonia Muslin Brothers, Belgium Kristian David, Sweden Bibliography Index
