Diversity in Fashion Communication: Branding Strategy or Social Responsibility?

Abstract

Currently, fashion communication is central to the construction of identity meanings, responding to a growing public demand for ethical representation. This article argues that diversity in fashion often operates as an adaptive branding strategy rather than a structural transformation, because the logic of image instrumentalization leaves intact the bodily and symbolic patterns that historically sustain exclusion. It concludes, therefore, that diversity only acquires legitimacy and lasting value when it moves from communicational performance to a profound coherence between discourse, internal practices, and organizational culture. Through a critical reflection on the tension between inclusion and the persistence of restrictive norms, the text examines the boundary between commercial convenience and true social responsibility.