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
02
Packed Life
‘Packed life’ is my personal interpretation of my time, of what surrounds me and of the experiences with which I come into contact on a daily basis. Here and now, this is what I live. Fascinated by the concept of hiding and wrapping something to highlight its value, I decided to take elements from the garbage, such as cellophane and sheets of paper, and elevate them to the main subjects of my editorial project. The message I try to communicate is how even the things we consider junk, during this period of rediscovery, can become vibrant and interesting, just by looking at them with different eyes.
click on the circles to view the complete project
Paper and celophanne became the protagonists of the editorial. I studied the material, the shape, the possible new uses, up to roll my body in the plastic that until yesterday was garbage and today wants to be reborn as art. Inspired and fascinated by the art of Man Ray and Christo and Jeanne-claude, I experimented on the concept of hiding something with the aim of enhancing it. I reactivated my senses, I felt, through the experience on my body, the value of freedom present in everyday life. Self-certifications, documents needed to leave home during this pandemic in Italy, have become an integral part of the editorial project. Packaged life does not want to be a project that deals with restrictions, limits and inconveniences, but rather wants to highlight hope, wants to show how anything can become important, even what is in the trash.
And so, in this new world that we are getting to know, after so many sacrifices, we have the opportunity to rediscover ourselves, to unite body and soul with what surrounds us. The project was carried out in my apartment using an old analogue camera and experimenting with the reactions of cellophane to light through the use of aluminum foil. The editorial consists of four acts, which take place in chronological order and represent the encounter between the time, the matter and the human body, each of which is represented through a photograph. In the first act the protagonist is time and its perception. The subject is a self-certification that right now is an everyday object in my life. In the second act the matter begins its transformation path from garbage to protagonist. Through photography the cellophane is studied and experimented. The metamorphosis begins through the camera.
The third act represents the first approach between matter and body, in this case time is marked by self-certifications on the wall, which delimit the experience to the here and now. Finally, in the fourth act, body and matter unite, becoming an indispensable and inseparable whole. Here the time become undefined, matter and body are indistinguishable.
Atto I°
'Il tempo'
‘Time’ - In the first act the protagonist is time and its perception. The subject is a self-certification which, removed from the trash, comes back to life.
These documents represent my time, the here and now of what I am experiencing. To leave my home, it is necessary to fill out these documents certifying my movements in the era of Covid-19 in Italy. These sheets, with date and time, and therefore intended to be used only once and then thrown away, become prominent elements in this photograph.
Atto II°
'La materia'
‘Matter’ - In this act the matter, cellophane and plastic bags, begin their new life. Photography gives a new existence to materials that had reached the end of their use. What is removed from the basket begins to take on a new value. The shape, material and appearance of cellophane are analyzed, its image is experimented. To the eye of the camera, the matter begins its transformation.
Atto III°
'ICorpo e materia si percepiscono'
‘Body and matter perceive each other’ - In this photograph my body and the material perceive each other for the first time. The cellophane, that until recently was in the garbage, covers the whole house and wraps around my body. The body lends itself to the dynamism of matter, it senses its shape and composition. The malleability of the material envelops the shape of the body. What was garbage is elevated to the main subject of the photograph together with the person. Time is marked by the self-certifications that cover the wall.
Atto IV°
'Legami indissolubili
‘Indelible ties’ - In the last act of this editorial, body and matter come together in an indissoluble bond. Time and place are indefinite, as all elements that may indicate a specific space and moment are voluntarily omitted. The cellophane positioned in front of the lens meets the camera flash and makes the human body indistinguishable and inseparable from matter.
The hidden human body is actually highlighted in its absence from sight, imagined, yearned for, enhanced by the enigmatic flavor that this operation gives. The body exists, we know it, but removed from our gaze it reveals all the emptiness that its non-existence leaves.
The process has come to an end, the matter is no longer garbage, the object has become a subject.
