Understanding Fashion Scandals Av Professor Annamari (Aalto University Finland) Vanska, Dr Olga (Laurea University Finland) Gurova

<p>All publicity is good publicity? Perhaps not. In recent years, multiple local and global fashion brands have been called out for cultural appropriation, racism, misogyny, and even flirting with fascism.<br><br><i>Understanding Fashion Scandals</i> is the first book to explore this changing landscape of contemporary fashion through case studies showing how ‘shock value’ lost its currency. The book focuses on the changes since the late-1970s and early 1980s, when brands like Calvin Klein and Benetton first used controversy as a promotional tool to build their brand identity, to the contemporary industry where avoiding social media backlash is critical to survival.<br><br>Analyzing the tactics brands including Burberry, Dior, Dolce & Gabbana and Prada adopt to avoid or mitigate scandals, Vänskä and Gurova map the fashion industry’s journey towards cultural sustainability.</p>