This research paper examines how sustainability in the U.S. fashion industry has shifted from an inclusive environmental movement into a marker of luxury and moral status. This paper investigates how fashion brands use storytelling, premium pricing, and “ethical” branding to position sustainability as a symbol of status rather than a collective effort.
My research explores how these strategies reinforce class divisions in the U.S. fashion market, positioning ethical consumption as an economic privilege rather than a purely individual choice.
