how fashion visually communicate?
2
Each brand uses its own way of communicating visually which characterizes it and differentiates it from competitors and this of course also concerns fashion brands. The essence, purpose, proposal and ideals of a brand are all part of what is defined by the term brand identity and the visual communication is one of the main tools used by brands in order to express their identity to the public. In response, the consumer identifies himself in what the brand represents through communication and can decide to be associated with a certain brand by purchasing one brand or another. Considering clothing not only from a practical prospective, which is to cover nudity and protect ourselves from the nature’s elements, the clothes are loaded with meaning, as they are a tool used to represent the wearer's personality. But how fashion brands visually communicate in order to represent their ethos?
Minimal
The minimal or minimalistic style feature symmetric balance, horizontal movement and presents independent objects that promote restful, peaceful, and quiet moods. These fashion brands, find their inspiration in design and architecture, especially that of northern European origin, and present dresses from the geometric construction that in the images are often combined with pieces of modern design. For example, luxury brands, such as Jil Sander, Helmut Lang and Donna Karan, emphasize a minimal style.
Jil Sander
Donna Karan
Dolce & Gabbana
Helmut Lang
how fashion visually communicate?
2
Each brand uses its own way of communicating visually which characterizes it and differentiates it from competitors and this of course also concerns fashion brands. The essence, purpose, proposal and ideals of a brand are all part of what is defined by the term brand identity and the visual communication is one of the main tools used by brands in order to express their identity to the public. In response, the consumer identifies himself in what the brand represents through communication and can decide to be associated with a certain brand by purchasing one brand or another. Considering clothing not only from a practical prospective, which is to cover nudity and protect ourselves from the nature’s elements, the clothes are loaded with meaning, as they are a tool used to represent the wearer's personality. But how fashion brands visually communicate in order to represent their ethos?
Minimal
The minimal or minimalistic style feature symmetric balance, horizontal movement and presents independent objects that promote restful, peaceful, and quiet moods. These fashion brands, find their inspiration in design and architecture, especially that of northern European origin, and present dresses from the geometric construction that in the images are often combined with pieces of modern design. For example, luxury brands, such as Jil Sander, Helmut Lang and Donna Karan, emphasize a minimal style.
Jil Sander
Donna Karan
Dolce & Gabbana
Helmut Lang
how fashion visually communicate?
2
Gianluca Saleri
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