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Zusatztext A timely and original introduction to the complex politics of the "fashion scandal," investigated as a brand strategy in the age of global communication and social media. Informationen zum Autor Annamari Vänskä is Professor of Fashion Research at the Aalto University in Finland. She is the author of Fashionable Childhood (Bloomsbury, 2017) and the co-editor of Fashion Curating (Bloomsbury 2018). Vänskä's work spans fashion as embodied culture and digitalization of fashion. She is currently the Deputy-PI of the consortium "Intimacy in Data-Driven Culture" and PI of the research project "Intimacy, Creative Work and Design," funded by the Strategic Research Council at the Academy of Finland (2019-2025). Olga Gurova is a Senior Researcher in circular economy and consumer citizenship at Laurea University of Applied Sciences in Finland. She is the author of Soviet Underwear: Between Ideology and Everyday Life (2008) and Fashion and the Consumer Revolution in Contemporary Russia (2015). Gurova works on projects aimed at building an ecosystem of sustainable fashion through the enhancement of business models and consumer behavior in Finland and the Baltic countries, financed by Uudenmaan liitto and Interreg. Klappentext 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. Understanding Fashion Scandals 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, Vänskä and Gurova map the fashion industry's journey towards cultural sustainability. Vorwort The first book to chart the fashion industry's 40-year journey from 'courting controversy' for free promotion, to avoiding it at all costs for fear of global boycotts, buycotts and reputational damage - and the shifting power dynamic this change represents. Zusammenfassung 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. Understanding Fashion Scandals 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, Vänskä and Gurova map the fashion industry’s journey towards cultural sustainability. Inhaltsverzeichnis Introduction The Two Types of Fashion ScandalsScandal as Politicization of FashionDecolonizing FashionPositioning OurselvesEpistemic PositioningsStructure of the Book PART ONE THE FASHION SCANDAL-PAST AND PRESENT 1. Framing the Fashion Scandal: The Platformization of Fashion Visualization of FashionMediatization of FashionSocial Media and the Platformization of FashionThe Instagramification of Fashion 2. Fashion Brands Negotiating Identity Politics Cultural Approach to Brands and BrandingNegotiating Identity Politics 3. Changing Strategies of Fashion Brands:...
