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Minskad konsumtion i en konsumistisk modebransch: En diskursanalys av hållbarhetsrapporter publicerade av tre svenska modeföretag

Karlsson, Eva Matilda Rosamunda LU (2024) MODK63 20241
Division of Fashion Studies
Abstract
In early 2024, the UN reported that we need to consume less to save the climate and achieve the global sustainability goals. Since the fashion industry is driven by consumption, this essay explores how the Swedish fashion industry communicates when it comes to consumption. By analyzing consumption discourses in the sustainability reports of three Swedish fashion companies, this essay examines whether these companies reproduce consumerism or offer alternative discourses. The sustainability reports issued by the H&M Group, Lindex and Filippa K are analyzed by using critical discourse analysis, specifically Norman Fairclough's three-dimensional model. This analysis combined with a theoretical framework consisting of theories on consumerism... (More)
In early 2024, the UN reported that we need to consume less to save the climate and achieve the global sustainability goals. Since the fashion industry is driven by consumption, this essay explores how the Swedish fashion industry communicates when it comes to consumption. By analyzing consumption discourses in the sustainability reports of three Swedish fashion companies, this essay examines whether these companies reproduce consumerism or offer alternative discourses. The sustainability reports issued by the H&M Group, Lindex and Filippa K are analyzed by using critical discourse analysis, specifically Norman Fairclough's three-dimensional model. This analysis combined with a theoretical framework consisting of theories on consumerism and consumerist fashion, reveals how these companies reproduce consumerist fashion. In their reports, they communicate a discourse regarding what sustainable fashion consumption is and by offering products that they communicate as more sustainable, they enable continued consumption. All three companies emphasize circular fashion as a more sustainable choice, where products and materials are repeatedly repurchased. Continued consumption is encouraged by the H&M Group, Lindex and Filippa K when they not only perpetuate consumerism but also shape a discourse on what sustainable fashion consumption is. (Less)
Please use this url to cite or link to this publication:
author
Karlsson, Eva Matilda Rosamunda LU
supervisor
organization
alternative title
Less consumption in a consumerist fashion industry: A discourse analysis of sustainability reports issued by three Swedish fashion companies
course
MODK63 20241
year
type
M2 - Bachelor Degree
subject
keywords
Sustainable fashion, Swedish fashion industry, sustainability reports, consumption, consumerism, discourse, critical discourse analysis
language
Swedish
id
9169925
date added to LUP
2025-05-22 09:47:35
date last changed
2025-05-22 09:47:35
@misc{9169925,
  abstract     = {{In early 2024, the UN reported that we need to consume less to save the climate and achieve the global sustainability goals. Since the fashion industry is driven by consumption, this essay explores how the Swedish fashion industry communicates when it comes to consumption. By analyzing consumption discourses in the sustainability reports of three Swedish fashion companies, this essay examines whether these companies reproduce consumerism or offer alternative discourses. The sustainability reports issued by the H&M Group, Lindex and Filippa K are analyzed by using critical discourse analysis, specifically Norman Fairclough's three-dimensional model. This analysis combined with a theoretical framework consisting of theories on consumerism and consumerist fashion, reveals how these companies reproduce consumerist fashion. In their reports, they communicate a discourse regarding what sustainable fashion consumption is and by offering products that they communicate as more sustainable, they enable continued consumption. All three companies emphasize circular fashion as a more sustainable choice, where products and materials are repeatedly repurchased. Continued consumption is encouraged by the H&M Group, Lindex and Filippa K when they not only perpetuate consumerism but also shape a discourse on what sustainable fashion consumption is.}},
  author       = {{Karlsson, Eva Matilda Rosamunda}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Minskad konsumtion i en konsumistisk modebransch: En diskursanalys av hållbarhetsrapporter publicerade av tre svenska modeföretag}},
  year         = {{2024}},
}