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

Research output: Contribution to book/anthology/report/proceedingArticle in proceedingsResearchpeer-review

Abstract

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.
Original languageEnglish
Title of host publicationFashion communication in the digital age : FACTUM 19 Fashion Communication Conference, Ascona, Switzerland, July 21-26, 2019
EditorsNadzeya Kalbaska, Teresa Sádaba, Francesca Cominelli, Lorenzo Cantoni
Number of pages17
PublisherSpringer
Publication date2019
Pages135-151
ISBN (Print)978-3-030-15435-6
ISBN (Electronic)978-3-030-15436-3
DOIs
Publication statusPublished - 2019
EventFACTUM: International Conference on Fashion communication: between tradition and future digital developments - Ascona, Switzerland
Duration: 21 Jul 201926 Jul 2019

Conference

ConferenceFACTUM: International Conference on Fashion communication: between tradition and future digital developments
Country/TerritorySwitzerland
CityAscona
Period21/07/201926/07/2019

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