Consumer society and sustainability: A semiotic analysis of campaigns on ecological fashion thought

Abstract

It can be seen that studies on the phenomenon of consumption focus on the relationship between humans and the phenomenon of consumption and attempt to understand the place of consumption on the psychological, social and economic plane. Humanity, which consumes and accumulates excess or beyond its needs, also realizes the irreparable dimension of the depleting nature and its elements. In this context, ecological fashion, which has emerged as a sensitivity in recent years, and studies in this field will reveal whether sustainable fashion is possible or not. H&M, a ready-to-wear brand that produces for women, men and children, has in recent years become the representative of ecological fashion with its products produced from recycled and natural materials. In this context, in this study, a semiotic analysis was made of the section on the brand's website where environmentally harmless products defined as "sustainability" are included and the production and distribution processes are explained in detail. The combination of visual elements and selected texts used while explaining the process reveals the difference of ecological fashion from the existing fashion concept and the features presented as "alternative". The analysis shows that the approach, which carries out its activities with the slogan of sustainable fashion and stands out with its environmentally friendly and harmless features, also tries to make "consumption" sustainable. The fact that the production and distribution processes of the products are quite different and "innocent" has turned into a campaign that makes it necessary to choose them in this context. The steps taken with ecological concern and the need for a new market and customer give a new tone to capitalism's most popular color, speed and insatiability