Covergate. Krisekommunikation. Når stormen rammer modebranchen

Ida Bødker, Anna Carroll, Ida Nicole Mølgaard, Møller Andersen & Freja Emilie

Studenteropgave: Semesterprojekt


This project examines how the dynamics in a crisis and communication between stakeholders can affect an organisation, company or person. This project is based on the Danish fashion magazine Cover’s crisis in February 2015, which is known as #covergate. Cover Magazine was criticised for publishing a picture of a thin model. This crisis triggered a public debate of how the Danish fashion industry is promoting unrealistic beauty ideals. We analyse and discuss this crisis through theoretical perspectives on crisis communication and relations. The foundation of this project concerns how the crisis dynamics, underlying relations and communication has affected the development of the crisis. It also concerns how Cover Magazine has dealt with the crisis and how Cover Magazine’s publisher, Malene Malling, has successfully restored Cover’s image. By use of expedient response strategies and argumentation Malene Malling shifts the blame away from Cover Magazine and onto herself, which has a positive effect on Cover’s image restoration. This crisis did not only affect Cover Magazine; the critical stakeholders attack the whole fashion industry in Denmark. Danish Fashion Institute amended an ethical charter, which also switched the attention away from Cover Magazine towards the fashion industry in general. We concluded that Malene Malling's crisis communication contributed to a restoration of Cover’s image and can be perceived as expedient crisis communication.

UddannelserDansk, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato14 maj 2015


  • Cover
  • Krisekommunikation
  • Omdømme
  • Imagegenoprettelse
  • Forsvarsstrategi
  • Covergate
  • Benoit