Ageing in Style: Can We Spot the Values of Age in Digital Fashion Branding?

TY - GEN

T1 - Ageing in Style

T2 - FACTUM: International Conference on Fashion communication: between tradition and future digital developments

AU - Bøilerehauge, Dorrit

AU - Jørgensen, Poul Erik Flyvholm

PY - 2019

Y1 - 2019

N2 - Fashion communication has intuitively avoided ageing individuals when marketing luxury and high street fashion, and almost exclusively relied on trim, young and very attractive models of both genders. As fashion is now readily available to an audience of all ages, the industry’s practice of having young models showcase the latest in fashion is now going through a change. We see older models of all body shapes becoming increasingly visible in in glossy fashion magazines, style blogs, and social media feeds. The study examines the visual discourse of fashion communication to determine how older models are introduced to the industry’s new and broader customer-base. To do this, the study analyses for the presence of both social and personal values in a set of six pictures of older models to see if older individuals’ human values are readily identifiable. The study relies on extant values theory to try and capture the industry’s novel conversation with older customers.

AB - Fashion communication has intuitively avoided ageing individuals when marketing luxury and high street fashion, and almost exclusively relied on trim, young and very attractive models of both genders. As fashion is now readily available to an audience of all ages, the industry’s practice of having young models showcase the latest in fashion is now going through a change. We see older models of all body shapes becoming increasingly visible in in glossy fashion magazines, style blogs, and social media feeds. The study examines the visual discourse of fashion communication to determine how older models are introduced to the industry’s new and broader customer-base. To do this, the study analyses for the presence of both social and personal values in a set of six pictures of older models to see if older individuals’ human values are readily identifiable. The study relies on extant values theory to try and capture the industry’s novel conversation with older customers.

U2 - 10.1007/978-3-030-15436-3

DO - 10.1007/978-3-030-15436-3

M3 - Article in proceedings

SN - 978-3-030-15435-6

SP - 135

EP - 151

BT - Fashion communication in the digital age

A2 - Kalbaska, Nadzeya

A2 - Sádaba, Teresa

A2 - Cominelli, Francesca

A2 - Cantoni, Lorenzo

PB - Springer

Y2 - 21 July 2019 through 26 July 2019

ER -