All publicity is good publicity? Perhaps not. In recent years, multiple local and global fashion brands have been called out for cultural appropriation, racism, misogyny, and even flirting with fascism.

Understanding Fashion Scandals is the first book to explore this changing landscape of contemporary fashion through case studies showing how 'shock value' lost its currency. The book focuses on the changes since the late-1970s and early 1980s, when brands like Calvin Klein and Benetton first used controversy as a promotional tool to build their brand identity, to the contemporary industry where avoiding social media backlash is critical to survival.

Analyzing the tactics brands including Burberry, Dior, Dolce & Gabbana and Prada adopt to avoid or mitigate scandals, V�nsk� and Gurova map the fashion industry's journey towards cultural sustainability.

About the Authors

Annamari V�nsk� is Professor of Fashion Research at the Aalto University in Finland. She is the author of Fashionable Childhood (Bloomsbury, 2017) and Understanding Fashion Scandals (Bloomsbury 2024) and the co-editor of Fashion Curating (Bloomsbury 2018). V�nsk�'s work spans fashion as embodied culture and digitalization of fashion. She is currently the Deputy-PI of the consortium “Intimacy in Data-Driven Culture” and PI of the research project “Intimacy, Creative Work and Design,” funded by the Strategic Research Council at the Academy of Finland (2019-2025).

Olga Gurova is Assistant Professor in Consumption Studies at Aalborg University in Denmark. She has authored books Fashion and the Consumer Revolution in Contemporary Russia (2015) and Soviet Underwear: Between Ideology and Everyday Life (2008).

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