The vital role of artisans: Cultural sustainability, ethics and the communication crisis in fashion

Abstract

This article critically reflects on the systemic marginalisation of artisans who produce for fashion brands, highlighting the tensions between ethical practices, cultural sustainability, and the imperative need for transparent and effective communication strategies within the sector. Grounded in a critical analysis based on academic literature and an interdisciplinary approach, the study examines how opaque communication strategies contribute to the perpetuation of a system marked by cultural appropriation and socioeconomic inequalities. The analysis identifies ethical gaps in the relationship between the fashion industry and artisans’ gaps that not only reinforce the marginalisation of these cultural agents but also pose a threat to the preservation of traditional cultures. Accordingly, the article positions communication as a central axis in the construction of a more ethical fashion sector and proposes six communication strategies aimed at promoting transparency, cultural sustainability through authentic narratives and collaborative partnerships, the ethical use of impact data, and economic equity through co-creation practices. Drawing on real-world examples, it illustrates successful practices and institutional initiatives that reveal the potential for ethically and culturally sustainable change. The article concludes with practical recommendations and future research directions, reinforcing the urgency of institutionalising ethical and cultural practices as a standard within the fashion industry.