Environmental responsibility in fashion: Analysis of advertising codes and valorization

The marked by profound social and cultural shifts postmodern era, has necessitated a reevaluation of societal relationships with technology, nature, and global systems of production and consumption. Within this framework, the fashion industry, often associated with overconsumption and environmental degradation, has become a focal point for discussions on sustainability and environmental responsibility. This paper explores how contemporary socially engaged fashion brands integrate sustainability and innovation into their production processes and communication strategies. Grounded in theoretical perspectives such as Jean-Marie Floch’s semiotic model and Laura Oswald’s theory of brand meaning, the research examines how these brands challenge traditional consumer attitudes and redefine cultural perceptions of fashion. Through a detailed analysis, the paper highlights the personalized, postmodern approaches adopted by leading brands to reconcile environmental responsibility with consumer engagement, providing critical insights into the evolving relationship between fashion, culture, and sustainability.