American Vogue and Sustainable Fashion (1990–2015): A Multimodal Critical Discourse Analysis

Discursive practices employed by American Vogue to recontextualize sustainable fashion between 1990 and 2015 were explored through the lens of a discourse-historical approach and multimodal critical discourse analysis. References to sustainably minded values and actions were found throughout the 26 years studied with notable peaks and valleys in coverage that, at times, contradicted changing social interest in the subject. Over time, Vogue recontextualized sustainable fashion discourses and encouraged a passive revolution by moving from a contentious positioning of either/or sustainable fashion to one that embraced a both/and positionality by narrowing focus to lifestyle and product features. Additionally, Vogue celebrated social actors engaged in sustainable behaviors though these were increasingly positioned as lifestyle choices rather than revolutionary collective action. Vogue continuously recontextualized the sustainable fashion discourse as “new” and desirable while neutralizing most negative considerations of fashion consumption through a variety of articulations and by drawing on well-established semiotic resources.