Communication strategies for sustainability and the circular economy in the digital editions of Spanish fashion magazines
Abstract
The fashion industry is highly polluting due to unsustainable manufacturing processes and the use of unsustainable fabrics. To change this paradigm and seeking the use and consumption of recyclable and more environmentally friendly materials, the role of digital fashion magazines is essential. The general objective of this study is to describe and analyze the treatment of sustainability and the circular economy in the main Spanish fashion magazines, identifying the communication strategies used, using a mixed methodology based on content analysis. This shows a constant and transversal presence of these issues, but often linked to promotional strategies of the brands and through celebrities.
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