Breaking Barriers with Disability Inclusion: Brand Activism as a Catalyst for Social Sustainability in Fashion

Zoe Lee (), Sharifah Faridah Syed Alwi () and Rossella Gambetti ()
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Zoe Lee: University of Cardiff
Sharifah Faridah Syed Alwi: Cranfield University
Rossella Gambetti: Università Cattolica del Sacro Cuore, Largo Agostino Gemelli

Chapter 14 in The Palgrave Handbook of Sustainability in Fashion, 2024, pp 167-183 from Springer

Abstract: Abstract Brand activism is an emerging strategy aimed at fostering social sustainability in fashion. Despite efforts in inclusivity concerning diverse races, colours, and body shapes in model representation, fashion’s approach to authentic disability inclusion remains lacking. Often, portrayals of disabled models evoke sympathy, deviating from fashion’s aspirational ideals. This chapter seeks to delve into successful fashion marketing strategies that genuinely incorporate disabilities. By examining the convergence of brand activism and authentic disability inclusion, it aspires to dismantle barriers and cultivate an inclusive culture, thereby elevating social sustainability.

Keywords: Disability inclusion; Authenticity; Brand activism; Fashion; Social sustainability (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/978-3-031-69682-4_14

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