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Abstract The social and environmental impacts of the global fashion industry face increasing scrutiny. As such, consumers and brands look towards ‘sustainable fashion’ for low‐impact alternatives. Simultaneously, visual social media platforms such as Instagram have become prevalent places for fashion advertising and discourse. To investigate this under‐researched area, the current study utilises visual content and social network analysis to explore how sustainable fashion is presented on Instagram, specifically: (a) what visual characteristics are present within sustainable fashion content, and (b) in what broader contexts and communities is discussion of sustainable fashion taking place? Posts included under the hashtag #sustainablefashion ( N = 650) were inspected for visual characteristics, including type of clothing, presence of person, post setting, presence of nature, and post format. Most posts were photographs located indoors with no person and no nature‐based elements. The hashtags used alongside #sustainablefashion were analysed with Gephi software to establish a social network and community groups of related topics. Network analysis revealed four key community groups: online‐promotional, artisan‐traditional, eco‐ethical, and Malay‐online‐selling. Secondhand fashion also appeared to be the most prominent sustainable fashion alternative on Instagram. This study is one of the first to investigate the characteristics of user‐generated #sustainablefashion content on Instagram. Whilst social media is a burgeoning avenue for research, existing studies primarily investigate how these platforms can be harnessed for advertising, rather than what users themselves are already posting. Implications for brands who use this platform and opportunities for future research are discussed.
Skinner et al. (Tue,) studied this question.
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