Diversity or Authenticity? How Black Consumers Perceive Fashion Representation

Abstract

This study investigates how Black consumers perceive their representation in fashion advertising, exploring whether current portrayals reflect authentic inclusion or diversity-washing. Based on semi-structured interviews with 19 Black participants, thematic analysis revealed widespread perceptions of tokenism, conditional visibility, and aesthetic stereotyping. While increased representation was acknowledged, participants stressed that only authentic, culturally resonant portrayals fostered identity affirmation and brand trust. The study advances theory by extending racial congruence theory through the concept of conditional congruence, showing that representation’s impact depends on authenticity and respect. It also refines Social Dominance Theory, illustrating how symbolic inclusion can perpetuate rather than challenge racial hierarchies. Introducing diversity-washing as a distinct construct, the research reframes representation as a moral and relational act, asserting that genuine inclusion requires narrative agency, structural diversity, and cultural respect.