pAll publicity is good publicity Perhaps not. In recent years, multiple local and global fashion brands have been called out for cultural appropriation, racism, misogyny, and even flirting with fascism. piUnderstanding Fashion Scandalsi is the first book to explore this changing landscape of contemporary fashion through case studies showing how 'shock value' lost its currency. The book focuses on the changes since the late-1970s and early 1980s, when brands like Calvin Klein and Benetton first used controversy as a promotional tool to build their brand identity, to the contemporary industry where avoiding social media backlash is critical to survival. pAnalyzing the tactics brands including Burberry, Dior, Dolce Gabbana and Prada adopt to avoid or mitigate scandals, Vnsk and Gurova map the fashion industry's journey towards cultural sustainability.p