Woven Narratives: Digital Storytelling and the Communication of Sustainable Fibres in the Fashion Industry

This thesis investigates the intersection of sustainable fashion, natural fibres, and digital storytelling within contemporary branding and marketing practices. As consumer awareness of environmental and ethical issues continues to grow, fashion brands face increasing pressure to align with sustainability expectations, both in product development and communication. The study explores how emerging and established brands utilize natural fibres such as organic cotton and wool not only as sustainable materials but also as storytelling tools that signal authenticity, traceability, and environmental responsibility. Through a multi-method approach combining literature analysis and qualitative case studies, this research examines how fashion brands embed sustainability into their digital communication strategies, particularly focusing on social media platforms, websites, and campaign narratives. Drawing on concepts from sustainable marketing, the study applies frameworks such as Auxiliary, Reformative, and Transformative Sustainability Marketing to analyse the depth and intent of brand messaging. The role of fashion branding is further analysed in shaping consumer perception, fostering emotional connection, and creating a coherent brand identity that supports long-term sustainable behaviour. The thesis concludes that digital storytelling plays a pivotal role in bridging the gap between brand values and consumer engagement, especially when it is grounded in material authenticity, transparent sourcing, and lifestyle alignment. It also highlights the risks of greenwashing and the need for careful message framing to maintain credibility. By offering insights into how natural fibres and narrative strategies are integrated into fashion branding, this research contributes to a deeper understanding of how sustainability can be effectively communicated in a saturated and competitive digital environment.