engleski

Documentary films as instruments of the promotion of sustainable fashion

Sustainable fashion is an approach to fashion that is socially and environmentally responsible, ethical regarding nature, the environment, people but also conscious regarding the profession. The results of the research of the Croatian designers’ attitudes regarding concept of sustainable fashion have shown that most of the respondents are acquainted with this concept through documentaries (Holy and Borčić, 2018). That is not surprising because there are many attractive documentaries on the topic of fast fashion unsustainability and promotion of sustainable concepts in the fashion industry. This work explores how documentaries frame the concept of sustainable fashion and of fast / cheap fashion, which emotional appeals appear in films, how narrative is done and how fashion in general is presented. The content analysis will be conducted on following documentary films: True Cost, The Next Black, Slow Down Fast Fashion, Unravel, River Blue and Ethical Fashion Documentary. The aim of the paper is to explore whether documentaries that promote ethical concepts in fashion industry use manipulative, propagandistic persuasion techniques.

sustainable fashion, fast fashion, documentaries, propaganda techniques

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