Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Monki: Från hyllad till hårt granskad - en djupdykning i rebrandingens kritiska mottagande

Metso, Amanda LU (2024) MODK63 20241
Division of Fashion Studies
Abstract
This bachelor's thesis investigates the rebranding process of the fashion brand Monki,
with a focus on how the brand's marketing material on Instagram reflects changes in body
representation and inclusion policies. Monki is known for its inclusive approach, especially
regarding plus size-clothing and diverse body types. However, recent changes in their
branding strategy, particularly the removal of sizes above XL and the lack of plus
size-models, have generated significant criticism on social media platforms like Instagram.
Despite the backlash, Monki has ignored the criticism, which has further increased consumer
dissatisfaction.
The research aims to understand how Monkis rebranding aligns with feminist theory,
consumer... (More)
This bachelor's thesis investigates the rebranding process of the fashion brand Monki,
with a focus on how the brand's marketing material on Instagram reflects changes in body
representation and inclusion policies. Monki is known for its inclusive approach, especially
regarding plus size-clothing and diverse body types. However, recent changes in their
branding strategy, particularly the removal of sizes above XL and the lack of plus
size-models, have generated significant criticism on social media platforms like Instagram.
Despite the backlash, Monki has ignored the criticism, which has further increased consumer
dissatisfaction.
The research aims to understand how Monkis rebranding aligns with feminist theory,
consumer resistance, and critical marketing perspectives, particularly focusing on the concept
of woke-washing. Using a multimodal and netnographic analysis of Monkis Instagram, the
study examines the visual and textual elements of the brands current marketing strategy.
Additionally, autonetnographic claims provide a personal analysis to the research.
Findings show a significant shift towards normative body ideals, with trends like
oversized, low-waist, and Y2K fashion primarily showcased on normatively thin models in
Monkis marketing material. This change contradicts Monkis previous image as an inclusive
brand, leading to a significant backlash from their consumer base. The study concludes that
Monkis current marketing strategy embodies woke-washing, where the brand's inclusive
claims are not reflected in their actual practices. The lack of response to the widespread
criticism amplifies the issue, undermining consumer trust and brand loyalty. This underscores
the need for genuine representation in marketing and authentic engagement with consumer
concerns. (Less)
Please use this url to cite or link to this publication:
author
Metso, Amanda LU
supervisor
organization
course
MODK63 20241
year
type
M2 - Bachelor Degree
subject
keywords
rebranding, marketing strategy, plus size, body representation, social media
language
Swedish
id
9188779
date added to LUP
2026-01-29 12:59:19
date last changed
2026-01-29 12:59:19
@misc{9188779,
  abstract     = {{This bachelor's thesis investigates the rebranding process of the fashion brand Monki,
with a focus on how the brand's marketing material on Instagram reflects changes in body
representation and inclusion policies. Monki is known for its inclusive approach, especially
regarding plus size-clothing and diverse body types. However, recent changes in their
branding strategy, particularly the removal of sizes above XL and the lack of plus
size-models, have generated significant criticism on social media platforms like Instagram.
Despite the backlash, Monki has ignored the criticism, which has further increased consumer
dissatisfaction.
The research aims to understand how Monkis rebranding aligns with feminist theory,
consumer resistance, and critical marketing perspectives, particularly focusing on the concept
of woke-washing. Using a multimodal and netnographic analysis of Monkis Instagram, the
study examines the visual and textual elements of the brands current marketing strategy.
Additionally, autonetnographic claims provide a personal analysis to the research.
Findings show a significant shift towards normative body ideals, with trends like
oversized, low-waist, and Y2K fashion primarily showcased on normatively thin models in
Monkis marketing material. This change contradicts Monkis previous image as an inclusive
brand, leading to a significant backlash from their consumer base. The study concludes that
Monkis current marketing strategy embodies woke-washing, where the brand's inclusive
claims are not reflected in their actual practices. The lack of response to the widespread
criticism amplifies the issue, undermining consumer trust and brand loyalty. This underscores
the need for genuine representation in marketing and authentic engagement with consumer
concerns.}},
  author       = {{Metso, Amanda}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Monki: Från hyllad till hårt granskad - en djupdykning i rebrandingens kritiska mottagande}},
  year         = {{2024}},
}