The building of branding in fashion – the aesthetic elements at play at the fashion shoot

TY - JOUR

T1 - The building of branding in fashion – the aesthetic elements at play at the fashion shoot

AU - Bøilerehauge, Dorrit

PY - 2024/12/6

Y1 - 2024/12/6

N2 - In studies of visual fashion communication, the focus is most often on thefinished products. Since the images are rich in information and symbolism these studies help us understand the visual fashion discourse from the outside. However, examinations of the process of aesthetic production can add to our comprehension of the construction, the significance of its elements and the handling of them. This is particularly relevant when examining the representation of age, as key cues to diversity are embedded within the aesthetic representation.On this basis, this article applies an organized mapping of the elements of the visualmarketing material in a two-step analysis and discussion of their significance also inrelationship to age. With its nuanced insight into the elements and their handling, thearticle contributes to a structured comprehension of the creation of the industry’s visualmaterial. Furthermore, the article presents an extension to approaches analyzingfinished material with the consequent allowance of a more detailed insight into thepotential for construction of age-diversity.

AB - In studies of visual fashion communication, the focus is most often on thefinished products. Since the images are rich in information and symbolism these studies help us understand the visual fashion discourse from the outside. However, examinations of the process of aesthetic production can add to our comprehension of the construction, the significance of its elements and the handling of them. This is particularly relevant when examining the representation of age, as key cues to diversity are embedded within the aesthetic representation.On this basis, this article applies an organized mapping of the elements of the visualmarketing material in a two-step analysis and discussion of their significance also inrelationship to age. With its nuanced insight into the elements and their handling, thearticle contributes to a structured comprehension of the creation of the industry’s visualmaterial. Furthermore, the article presents an extension to approaches analyzingfinished material with the consequent allowance of a more detailed insight into thepotential for construction of age-diversity.

KW - aesthetic construction

KW - age diversity

KW - fashion

M3 - Journal article

JO - Factum 25 - Digital Fashion Communication

JF - Factum 25 - Digital Fashion Communication

ER -