RESEARCH PAPERS

These selected research papers reflect my interest in how fashion, media, and technology intersect with power, representation, and consumer culture. Through close analysis of branding, sustainability, digital labour, and industry regulation, I connect academic theory with contemporary culture. Each piece demonstrates a focus on critical thinking, research, and clear, considered analysis.

An analysis of how increased reliance on social media marketing has reshaped fashion branding, consumer behaviour, and industry power dynamics. The paper examines influencer culture, political branding, and digital transparency, while critiquing overconsumption and fast fashion.

How Does the Increase in Focus on Social Media Marketing Impact Fashion Labels, the Industry and Consumers? (2023)

A case study analysis of how Canadian internet law addresses online counterfeiting and trademark infringement in the fashion industry. The paper examines legal challenges through the Chanel and Louis Vuitton cases and evaluates the effectiveness of current enforcement in digital marketplaces.

Exploring the Impact of Internet Law on the Fashion Industry in Canada: Chanel and Louis Vuitton (2024)

A critical analysis of how major media outlets frame fashion sustainability through consumer-focused narratives. The paper argues that publications often downplay systemic issues such as overproduction, labour exploitation, and greenwashing, placing disproportionate responsibility on individual consumers.

How Media Frames the Ethics of Fashion: A Critique of Coverage on Sustainability (2024)

A critical analysis of Victoria’s Secret’s The Tour ’23 rebrand and its attempt to promote body inclusivity. The paper argues that while the brand signals diversity through a documentary format, it fails to meaningfully challenge traditional beauty standards or address past exclusion.

Does Victoria’s Secret Achieve Its Goal of Promoting Size Inclusivity? (2023)

An analysis of how consumers interpret sustainability terminology in fashion marketing and labelling. The paper examines how unclear language, greenwashing, and supply chain complexity shape consumer trust and influence purchasing decisions.

Understanding Sustainability Terminology in Fashion: A Study of Consumer Interpretation (2024)

An analysis of how social media has transformed the fashion industry by increasing accessibility while reinforcing new forms of precarity, nepotism, and self-branding. The paper examines influencer culture, digital labour, and the changing power dynamics between models, brands, and platforms.

From Ivory Towers to Instagram:

The Transformation of Fashion Industry Standards in the Digital Age (2022)

Chhata Gupta

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chhatagupta@gmail.com