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
01
Autoritratto
Autoritratto is an entrepreneurial project that has been presented as the final project of my academic career. It consists in the creation of a menswear brand, based on the terms community and collaboration between brand and consumer. The brand, through the implementation of visuals contents, aim at establishing a connection between brand and consumer in order to establish itself within a niche market.
click on the Gilet to view the full project
‘Autoritratto is a menswaer brand that produces unique pieces and offer customisation to the customers through the implementation of visuals contents on the website. We believe that fashion is expressed through quality at the expense of quantity. Our garments, handmade with 100% made in Italy fabrics, are the result of passion and many hours of work. We stand for ethical and sustainable consumption; we believe that a wardrobe should be composed of a few pieces but unique. Autoritratto is based on the term community and promotes all forms of art through collaboration with young creatives towards a better future.’
Vision
Philosophy
Autoritratto is based on the term’s community and collaboration. Quality, craftmanship and product uniqueness are the values we try to communicate to our customers.
Our vision is to become an established brand within a niche market, able to offer quality garments in an increasingly shorter time within the Italian ready-to-wear market.
Goals
In the short term Autoritratto aims to collaborate with young creative people working in the Milan area with the aim of creating a community that is based on the values of ethics and quality of clothing.
In the long term Autoritratto aims to expand its network of contacts to become a solid reality in Italy.
YOU DESIGN IT
WE MAKE IT
1
Visit the website and select the customization that suits you best by following the availability of fabrics and colors
2
Select the size
3
Place your order
4
Receive the product within 15 days
Easy and fun
Simply play with the colors and create the combinations that you prefer.
Straightforward
Thanks to the mock-ups on the website, you can get a precise idea of how the final product will look like.
Sustainable
The product will be made once the order is placed, so there will be no tons of clothes stacked or thrown away.
Unique and personal
The product will be made especially for you with 100% Made in Italy fabrics and it is handmade.
You can change your mind
If you are not convinced you can replace the color without added costs.
100 % wool
Rossano veneto
RWS - Responsable Wool Standard
100 % cotton
Vicenza
GOTS - Global Organic Textile Standard
