Luxury Fashion Brands Communication on Gender Issues and Corporate Activism: Action or Hype?

As consumer expectations grow for brands to take meaningful stances on social and political issues, this study explores how the top nine luxury fashion brands are genuinely “walking the talk” in their advocacy for gender fluidity and inclusivity. Via the analysis of the top nine most valuable luxury fashion brands worldwide, we assess the authenticity of their corporate and brand activism through public messaging, internal policies, and sustainability initiatives. The research integrates a comprehensive review of literature on gender in the fashion industry with an in-depth analysis of each brand’s organizational structure and people-centered strategies. It seeks to uncover whether these companies genuinely align their values with their advocacy or if their actions are primarily driven by branding and market positioning. The findings highlight the nuanced challenges luxury brands face in reconciling commercial objectives with authentic social responsibility. Ultimately, the study offers valuable insights into the shifting landscape of brand activism in the luxury sector and its potential to shape broader societal attitudes toward gender identity and inclusion.