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

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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.<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.Analyzing the tactics brands including Burberry, Dior, Dolce & Gabbana and Prada adopt to avoid or mitigate scandals, V¿k¿nd Gurova map the fashion industry¿s journey towards cultural sustainability.