Fashion trends come and go, but what happens when the political landscape gets woven into fashion brands?
As political movements take hold, organizations that sell clothing are thinking of ways that they can support their customers’ ideals without jeopardizing their company’s mission. Several years ago, retail giant Target announced a partnership with Toca Boca to start selling gender-neutral clothes. Nike famously partnered with Colin Kaepernick for the “Just Do It” anniversary campaign, which resulted in major sales growth.
Yet partnering with a brand spokesperson can be a double-edged sword. For example, Adidas and Balenciaga immediately distanced themselves from rapper Kanye West following his hateful antisemitic rhetoric.
Join author and Cornell College of Human Ecology faculty member Dr. Tasha Lewis for insight into her research on the consumer-driven aspects of the fashion industry as it contends with advances in technology, shortened product life cycles, and demands for increased social responsibility and transparency.
RESOURCES / NEXT STEPSFashion Design Management (certificate program)
