CSR and Commitment to the Slow Fashion: The Adolfo Dominguez Case Study

The textile industry has historically faced various challenges related to social and environmental sustainability. Many textile businesses are adopting corporate social responsibility (CSR) initiatives not only as a moral imperative but also as a strategic business move to meet evolving consumer expectations and enhance their brand reputation. The intersection of slow fashion and CSR is particularly relevant in addressing these concerns, emphasizing the importance of sustainable and ethical practices in the production and consumption of textiles. In this context, this chapter presents the experience of the company Adolfo Dominguez, a Spanish fashion firm that has gained relevance after showing its strong commitment to a more environmentally friendly consumer model. In one of the first collections of the firm, the slogan “The wrinkle is beautiful” marked a milestone in Spanish advertising. It is a concept that the brand has recalled and reused in recent campaigns, along with “Be Older” to promote the sustainability in the garments of its collections and to join the slow-fashion concept. The objective is to avoid wasting resources by buying quality garments and fighting against fast fashion. First, this chapter offers a theoretical framework defending the need to develop CSR strategies in the textiles and fashion industry. Second, the chapter presents the case study of the Adolfo Dominguez Spanish firm, with specific attention to its impactful marketing campaigns and its manifesto for animal welfare, for a more conscious and responsible consumption model, or the last initiative focused on reuse that allows consumers to rent, instead of to buy, clothing, and accessories. Finally, comparing the firm to competitors, the conclusion reflects on the new sustainable trends in the fashion industry.