Lee, ZoeAlwi, Sharifah Faridah SyedGambetti, RossellaHenninger, Claudia EAlevizou, PanayiotaRyding, DaniellaGoworek, Helen2025-02-242025-02-242024-12-29Lee Z, Alwi SFS, Gambetti R. (2024) Breaking barriers with disability inclusion: brand activism as a catalyst for social sustainability in fashion. In: The Palgrave Handbook of Sustainability in Fashion, Springer Nature, December 2024, pp. 167-183.9783031696817https://doi.org/10.1007/978-3-031-69682-4_14https://dspace.lib.cranfield.ac.uk/handle/1826/23517Brand activism is an emerging strategy aimed at fostering social sustainability in fashion. Despite efforts in inclusivity concerning diverse races, colours, and body shapes in model representation, fashion’s approach to authentic disability inclusion remains lacking. Often, portrayals of disabled models evoke sympathy, deviating from fashion’s aspirational ideals. This chapter seeks to delve into successful fashion marketing strategies that genuinely incorporate disabilities. By examining the convergence of brand activism and authentic disability inclusion, it aspires to dismantle barriers and cultivate an inclusive culture, thereby elevating social sustainability.pp. 167-183enPublisher licence4702 Cultural Studies35 Commerce, Management, Tourism and Services39 Education3904 Specialist Studies In Education3506 Marketing47 Language, Communication and Culture4 Quality EducationBook chapter978-3-031-69682-4564851