Influencers, Icons, and Illusions: Myth-Making in Indian Fashion

As the world faces the effects of climate change, and with fashion being a major contributor, the global industry is under pressure to incorporate sustainable practices. In India, fashion influencers play a vital role in shaping perceptions of craft, culture, and sustainability. This study examines their role in greenwashing discourse, analyzing communicative patterns such as symbolic amplification, aestheticization, temporal displacement, and omission. By combining semiotic theory with cultural frameworks, the research highlights how sustainability is constructed, normalized, and communicated through influencer-led narratives. The findings underline the need for evidence-based and accountable sustainability communication practices.