Are you going to be naked during the Apocalypse? A discourse analysis of the role of nature in sustainable fashion brands presentation
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2024-08-22
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en
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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.
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Faculteit der Letteren