ABSTRACT
This chapter presents an outline of the history and development of fashion media as cultural product, emphasising how cultural and economic currents in Western society have shaped the format. Furthermore, fashion media are perceived as cultural production from a systemic perspective, highlighting how institutionalised practices that have been developed around fashion media are inherently counter-productive in terms of sustainability. On the basis of this, I will argue how fashion media can be powerful formats for developing more sustainable role models and practices in the future, if the formats are pushed in new directions within the existing framework.
