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Breaking Barriers with Disability Inclusion: Brand Activism as a Catalyst for Social Sustainability in Fashion

In: The Palgrave Handbook of Sustainability in Fashion

Author

Listed:
  • Zoe Lee

    (University of Cardiff)

  • Sharifah Faridah Syed Alwi

    (Cranfield University)

  • Rossella Gambetti

    (Università Cattolica del Sacro Cuore, Largo Agostino Gemelli)

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.

Suggested Citation

  • Zoe Lee & Sharifah Faridah Syed Alwi & Rossella Gambetti, 2024. "Breaking Barriers with Disability Inclusion: Brand Activism as a Catalyst for Social Sustainability in Fashion," Springer Books, in: Claudia E. Henninger & Panayiota Alevizou & Daniella Ryding & Helen Goworek (ed.), The Palgrave Handbook of Sustainability in Fashion, chapter 14, pages 167-183, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-69682-4_14
    DOI: 10.1007/978-3-031-69682-4_14
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