"Inclusion and Sustainability in the Fashion Industry: A Challenge Between Authentic Ethical Commitment and Market Strategy"

The present thesis examines the way contemporary fashion brands project the values of inclusion and sustainability, and to what extent these are viewed as genuine ethical commitments or clever strategic moves to cultivate a favourable public image. To this end, the research is designed to investigate the consistency of brand’s statements and their actual practices. The study identified four brands for their relevance and distinct style in communicating values that were assessed adopting a qualitative and comparative methodology. The analysis covered both textual and visual content, including websites, social media, advertising campaigns, official statements and corporate reports. These materials were evaluated through five key indicators: brand language, declared values, concrete actions, coherence between words and actions, and perceived authenticity. Public perception was explored through secondary sources such as articles, online comments, and engagement metrics. The research findings reveal that Savage X Fenty and Patagonia communications are transparent and based on real values that are backed up by concrete actions. In contrast, Victoria’s Secret and Shein exhibit a lack of authenticity as their declarations do not align with their actions. Ultimately, the research confirms the importance of inclusion and sustainability for competing, especially among younger and more conscious consumers. It also emphasizes the need for companies to move beyond empty statements and adopt a more transparent and responsible approach.