A1 Journal article (refereed)
Girls’ portrayals in fast fashion advertisements (2022)

Srivastava, S., Wilska, T.-A., & Sjöberg, J. (2022). Girls’ portrayals in fast fashion advertisements. Consumption, Markets and Culture, 25(6), 501-524. https://doi.org/10.1080/10253866.2022.2067149

The research was funded by Strategic Research Council at the Research Council of Finland.

JYU authors or editors

Publication details

All authors or editorsSrivastava, Sonali; Wilska, Terhi-Anna; Sjöberg, Johanna

Journal or seriesConsumption, Markets and Culture



Publication year2022

Publication date28/04/2022


Issue number6

Pages range501-524


Publication countryUnited Kingdom

Publication languageEnglish


Publication open accessOpenly available

Publication channel open accessPartially open access channel

Publication is parallel published (JYX)https://jyx.jyu.fi/handle/123456789/80851


This study analyses the visual construction of girls and notions surrounding young femininities articulated by 15 contemporary advertisements of Nordic fast fashion companies, available on their public Facebook pages in Finland. A visual discourse analysis identifies some blatantly stereotypical and a few complex visual constructions of girls as heterosexual, caring, innocent, sexy posers, active self-presenters and self-surveyors, carefree and environmental activists. The implications of our findings, particularly in shaping societal notions surrounding girls, are discussed. The study contributes primarily to the research field of visual commercial representation of girls by unpacking how their complex portrayals can create an equivocation that eventually resurrects stereotypes surrounding young femininities. It advances studies on Nordic consumer culture by highlighting that girls’ portrayals by Nordic companies may not clearly reflect the values of state feminism. The study can benefit marketers by sensitising them to how the complex visual representations of girls may (re)produce stereotypes.

Keywordsadvertisementsfashion sectorgirlsgirlhoodheteronormativityvisualityvisual culturegender rolesmanner of representation

Free keywordsadvertisements; young femininities; visual analysis; representation; girls; fast fashion; visual representation; consumption

Contributing organizations

Related projects

Ministry reportingYes

Reporting Year2022

JUFO rating1

Last updated on 2024-15-06 at 00:26