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
03
Lifeless clothing
‘Lifeless clothing’ is a photographic project carried out in 2020 that contrasting different concepts of fashion photography. Heavily inspired by Helmut Newton’s nudes and his unparalleled ability to represent the nudity of the human body through fashion photographs, I reworked the concept, creating a contrast between the naked man and the undressed clothes. The aim of this project is to generate few questions on the viewer such as: Can be a picture of a naked person still be considered as fashion photography? Does a piece of garment need the human body to be considered real o it has its own individuality? What is the connection between the human been and the clothes he is wearing?
click on the image above to view the full project
' the perception of a meaning is as important
as the image itself '
The first image captures clothes in the absence of the human body. The folds and movements that are recreated through the use of sailor ropes give a dimension to the clothes. The garments, designed by me, have square lines that do not follow the forms of the human body but have their own independent form. The idea of movement was recreated so as to make the clothes independent and owners of their essence, instead of being objects at the service of the human body.
The second picture shows my nakedness. Fashion in this case uses the absence of clothes to communicate the material importance of the clothes in everyday life. Similarly, the ropes, placed on the floor, do not imprison the human body but represent the liberation from the obsession of appearing.
