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Vilka betalar det verkliga priset?

Henningsson, Kajsa LU (2025) MODK63 20251
Division of Fashion Studies
Abstract
This bachelor's thesis examines how the Swedish low-price company Lager 157
communicates feminist and sustainability-related messages through a campaign launched in
connection with the International Women's Day 2025. The campaign offered T-shirts for eight SEK to celebrate women, which sparked strong criticism in the media. The aim of the study is to analyze how the company performs its brand identity through the campaign and how this
aligns with the social and ethical conditions within global textile production.
The thesis is based on a qualitative text analysis of news articles and material from the
company's official website. The theoretical framework draws on Judith Butler's theory of
performativity and chapter six of Mariko... (More)
This bachelor's thesis examines how the Swedish low-price company Lager 157
communicates feminist and sustainability-related messages through a campaign launched in
connection with the International Women's Day 2025. The campaign offered T-shirts for eight SEK to celebrate women, which sparked strong criticism in the media. The aim of the study is to analyze how the company performs its brand identity through the campaign and how this
aligns with the social and ethical conditions within global textile production.
The thesis is based on a qualitative text analysis of news articles and material from the
company's official website. The theoretical framework draws on Judith Butler's theory of
performativity and chapter six of Mariko Takedomi Karlsson's doctoral thesis Fashioning the
Ecological Crisis (2023). Using ideological analysis and critical discourse analysis, the study
explores how feminist expressions are used as marketing tools, while the women who
produce the garments often work under poor labor conditions.
The results reveal a tension between the company's ethical communication and its actual
production practices. The campaign can be understood as an example of femwashing, where
feminist ideals are commercialized without corresponding structural change. The study
contributes to the understanding of how contemporary fashion communication reinforces
normative structures and power imbalances within consumer culture and globalized
production. (Less)
Please use this url to cite or link to this publication:
author
Henningsson, Kajsa LU
supervisor
organization
alternative title
Who Pays the Real Price? : A Study of Lager 157´s International Women´s Day Campaign and Its Ethical Implications
course
MODK63 20251
year
type
M2 - Bachelor Degree
subject
keywords
Performativity, femwashing, sustainability rhetoric, brand identity, fashion communication, textile production, Lager 157, feminism in marketing
language
Swedish
id
9209784
date added to LUP
2026-01-29 13:01:01
date last changed
2026-01-29 13:01:01
@misc{9209784,
  abstract     = {{This bachelor's thesis examines how the Swedish low-price company Lager 157
communicates feminist and sustainability-related messages through a campaign launched in
connection with the International Women's Day 2025. The campaign offered T-shirts for eight SEK to celebrate women, which sparked strong criticism in the media. The aim of the study is to analyze how the company performs its brand identity through the campaign and how this
aligns with the social and ethical conditions within global textile production.
The thesis is based on a qualitative text analysis of news articles and material from the
company's official website. The theoretical framework draws on Judith Butler's theory of
performativity and chapter six of Mariko Takedomi Karlsson's doctoral thesis Fashioning the
Ecological Crisis (2023). Using ideological analysis and critical discourse analysis, the study
explores how feminist expressions are used as marketing tools, while the women who
produce the garments often work under poor labor conditions.
The results reveal a tension between the company's ethical communication and its actual
production practices. The campaign can be understood as an example of femwashing, where
feminist ideals are commercialized without corresponding structural change. The study
contributes to the understanding of how contemporary fashion communication reinforces
normative structures and power imbalances within consumer culture and globalized
production.}},
  author       = {{Henningsson, Kajsa}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Vilka betalar det verkliga priset?}},
  year         = {{2025}},
}