Breaking barriers with disability inclusion: Brand activism as a catalyst for social sustainability in fashion

Lee, Zoe ORCID: https://orcid.org/0000-0001-5256-6100, Alwi, Sharifah and Gambetti, Rossella 2024. Breaking barriers with disability inclusion: Brand activism as a catalyst for social sustainability in fashion. Henninger, Claudia E., Alevizou, Panayiota, Ryding, Daniella and Goworek, Helen, eds. Handbook of Sustainability in Fashion, Springer Nature, pp. 167-185. (10.1007/978-3-031-69682-4_14)

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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.

Item Type:	Book Section
Date Type:	Publication
Status:	Published
Schools:	Schools > Business (Including Economics)
Publisher:	Springer Nature
ISBN:	9783031696817
Date of First Compliant Deposit:	22 January 2024
Last Modified:	13 Mar 2026 11:03
URI:	https://orca.cardiff.ac.uk/id/eprint/165737

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