The bright side of fashion: Environmental and social sustainability in the south of Italy
The bright side of fashion: Environmental and social sustainability in the south of Italy

Summary/Abstract: Growing societal and academic concern regarding environmental damage has led the fashion indus-try to engage more with sustainability (Li et al., 2024). This paper examines Il Nido di Seta, a small fashion andagricultural cooperative in southern Italy, which has initiated a regenerative silk production program and hasrecently developed a collaborative project with Gucci. The study investigates Il Nido di Seta’s ecological language,addressing themes related to global fashion, ecotourism, and regional enhancement. Based on a corpus of textsfrom the cooperative’s website as well as texts from Gucci’s Equilibrium Impact Report 2022 and sections of theKering Report which refer to their collaboration with Il Nido di Seta, this research analyses ecological discourseand assesses how these topics appear on Il Nido di Seta’s Instagram posts (N=363) from 2019 to 2024. Throughcorpus linguistics, content analysis, and framing analysis, the study explores term frequency, content alignment,and how ecological messages are conveyed multimodally on social media.

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