Are you going to be naked during the Apocalypse? A discourse analysis of the role of nature in sustainable fashion brands presentation
Keywords
No Thumbnail Available
Authors
Issue Date
2024-08-22
Language
en
Document type
Journal Title
Journal ISSN
Volume Title
Publisher
Title
ISSN
Volume
Issue
Startpage
Endpage
DOI
Abstract
This thesis explores the intersection of fashion, nature, and sustainability. The study investigates how fashion brands use the concept of nature in how they present themselves as sustainable and whether these portrayals align with their actual practices. It uses a theoretical framework based on anthro-, techno-, and ecocentrism, alongside Clive Hamilton’s Promethean and Soterian narratives, to analyze nature's role in sustainability campaigns. Case studies of Coachtopia, Patagonia, and Free People illustrate varying approaches to integrating nature into brand strategies.
Description
Citation
Supervisor
Faculty
Faculteit der Letteren