How ‘woke’ marketing lets fast fashion brands get away with environmental and labour abuses

By Mariko Takedomi Karlsson, Postdoctoral Research Fellow in Human Ecology, Lund University

Despite growing awareness of the environmental and social consequences of fast fashion, the overproduction and overconsumption of clothes continues. To attract a more mindful public, fashion brands have employed “woke” marketing tactics and published adverts that illustrate a political and social awareness around race, LGBTQ+, feminism and the environment.

Famously, sportswear brand Nike used images of NFL player Colin Kaepernick’s anti-racism protest…

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