Fashion Advertising and Public Relations examines fashion communication as a cultural, organizational, and ethical practice. Drawing on sociological theory and public relations scholarship, the book situates fashion advertising and PR within broader debates about power, legitimacy, leadership, and cultural meaning.
Rather than treating fashion as a trend-driven industry, the book offers a historically grounded and analytically rigorous account of how fashion communication shapes identity, value, and responsibility in contemporary society.
The book is suitable for undergraduate and postgraduate courses in fashion advertising, public relations, marketing communication, media studies, and cultural sociology. It is designed to support critical discussion, case-based learning, and the integration of theory with professional practice.
Selected themes from the book are also discussed in my blog posts on fashion, culture, and communication.
Book details
Fashion Advertising and Public Relations: A Historical and Sociological Perspective
Martina Topić-Rutherford
Routledge (Taylor & Francis Ltd), 2026
292 pages
ISBN-10: 1032840234
ISBN-13: 978-1032840239
Publisher page: Fashion Advertising and Public Relations — Routledge
Fashion Blogs / Commentary
Teaching and Learning Resources
For Instructors
Fashion Advertising and Public Relations: A Historical and Sociological Perspective is designed for use on undergraduate and postgraduate courses in fashion advertising, public relations, marketing communication, media studies, and cultural sociology. The book integrates sociological theory with PR scholarship and historical analysis to support critical engagement with contemporary fashion communication practices. Chapters are structured to encourage discussion, case-based learning, and the application of theory to real-world examples. Selected teaching materials, including lecture slides and additional discussion prompts and case studies, will be available on this page. Routledge has a full set of teaching materials, including assessment strategies, case studies, quizzes, and more.
General Discussion Questions (a sample)
Fashion advertising and public relations are often treated as applied or creative practices. How does a sociological approach reframe fashion communication as a form of cultural and symbolic capital, and what does this reveal about power and legitimacy in the fashion industry?
The book traces the historical development of fashion advertising and public relations. In what ways do historical continuities help explain contemporary practices such as influencer marketing, sustainability storytelling, and brand activism in fashion?
Ethical communication and sustainability are recurring themes in fashion branding. How do fashion advertising and PR function as sites of moral storytelling, and what tensions emerge between ethical narratives and the structural realities of fashion production?
Leadership and professional authority in fashion communication are shaped by informal norms. How do gender, appearance, and cultural expectations influence who is perceived as credible or authoritative within fashion advertising and public relations roles?
Fashion communication operates at the intersection of media, consumption, and identity. How do fashion advertising and public relations contribute to the construction of taste, belonging, and exclusion, particularly in relation to class, age, and gender?
The book positions fashion as a valuable case study for advertising and public relations scholarship. What does the fashion industry reveal about the broader role of public relations in shaping cultural meaning, legitimacy, and organizational reputation?