Green, Digital Storytelling: Communicating Sustainable Fashion on Instagram

Abstract

This paper deals with the importance of sustainable fashion through digital storytelling with the use of Instagram as a storytelling tool. The analysis of literature focuses on digital and serious storytelling as well as fast fashion and the solutions that fair fashion offers. The methodical implementation took place in form of a content analysis of 7 Instagram accounts of fair fashion companies. The results show that the following content is communicated: Drawing attention to problem with fast fashion, sustainable materials, sustainable practices, eco-friendly manufacturing processes, healthy/fair working conditions for production workers, drawing attention to consumption of resources.