In this article, we report on a multi-sited ethnographic study that investigates how the discourse of fashion influenced the design and implementation of workplace diversity management programs in six organizations. These organizations, from the Canadian petroleum and insurance industries, were manipulated by an institutional field of consultants and experts into adopting relatively superficial initiatives that lacked local relevance, and produced a high level of organizational cynicism regarding diversity. In our analysis, we particularly explore one adverse effect of this discourse of fashion; that it may trigger a form of meaningless imitation by organizations adopting diversity management initiatives, resulting in superficiality and organizational cynicism. At the same time, the discourse of fashion may also hold the key to enable meaningful change, for it has a powerful influence on organizational practitioners. Our article suggests that organizations need to be aware of the institutional field, and engage with it in a manner that imbues their initiatives with local relevance, for their initiatives to contribute to meaningful organizational change.
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