This paper takes a bird's-eye view of the prevalent and urgent misuse of the ethics of representation, with a special focus on fashion imagery in the contemporary world. Utilising a detailed literature review, the Paper looks at three specific themes: gender, race, and exoticism. It includes a critical analysis of marketing rhetoric, and questions are raised to bring into focus the cost of ‘bad faith’. The Paper also explores and interprets case studies and real-life examples of how brands can market themselves, even expand their customer base, without compromising trust or ethics.