Fashion Marketing: Diverse Enough Yet?

Marketing for fashion can come in a few different forms. From ads and campaign shoots, to social media posts, and billboards, there are many ways brands can get their stuff out there. But no matter the path each brand chooses, there are two things that are super important when it comes to any promotional tool, and these are inclusivity and diversity. Due to how little we have seen of these across a variety of marketing platforms over the years, we are not just hungry but starving for some other faces and bodies to be shown on our screens as opposed to the usual ones used for years. The question really is, is fashion marketing actually championing these things more now, or are we still going around in toxic circles when it comes to uplifting and empowering different types of people?

Some statistics around this issue 

Here’s a fun little statistic for you: Vogue Business recently stated in their size inclusivity report that there is a plateau in this. Their statistics showed that across the major fashion capitals – New York, London, Milan, and Paris – of the 8,763 looks presented across various shows, etc, 0.8% were plus-size, 4.3% were mid-size, and 94.9% were straight-size. This is a mind-blowing statistic that unfortunately shows maybe there isn’t a lot to be said for fashion marketing embracing more inclusivity and diversity.  

A Guardian article in 2024 considered the fact that a lack of diversity might actually be holding the fashion industry, and thus, marketing, back. Through their own research taken from the inaugural Fashion Diversity, Equality and Inclusion (DEI) report, they showed that a staggeringly small 9% of executive and 11% of alleged power roles (including chief executive and chief financial officer) are held by people of color. Furthermore, only 39% of executive teams and 24% of power posts are occupied by women. And because their research additionally told them that a diverse workforce actually improves decision-making up to 87% of the time, it’s no wonder they feel the way they do. 

So, how do these stats relate to fashion marketing?

So many brands and designers do claim to care about showcasing diversity, inclusivity, and also equity, but do they really follow through with their statements? In some cases: yes.  
SKIMS by Kim Kardashian, for example, was said to help lead the charge on all things inclusive and diverse when it came to specific things like hiring plus-sized models and models of differing ethnicities and genders. Additionally, brands like Tommy Hilfiger and Savage X Fenty have also been clear on maintaining brands that promote these things through their own model and campaign choices. (Savage x Fenty in particular with their ‘LOVE YOUR WAY’ philosophy and campaign.) 

There's still a long way to go but we hope progress can be made!

However, there still is a long way to go, because the stats show that although there has been some progression and improvement, overall, experts are still raising concerns regarding just how far things will go, worrying that brands will let DEI become a less important priority. We are optimistic however, that the future of fashion/fashion marketing could still be bright.