Research project Luxury Fashion and Media Communication: Between the Material and Immaterial
The purpose of this volume is to investigate how luxury fashion is conceptualized, marketed and branded in order to convey meaning, to create value and to capture the consumer’s interest by using examples from a variety of communication strategies in media.
Media includes here print media, social media and advertising. The empirical material consists of image and film advertisements, interviews, social media and public and private archives. By bringing together scholars from the field of Fashion Studies, Cultural Studies, Communication, Marketing and History, this edited collection offers an interdisciplinary approach to the analysis of the value and meaning of the luxury object as it is formed and represented in media. We consider at the outset the luxury object as having both material and immaterial aspects, and the volume rests on these two prerequisites. The volume argues thus that communication produces luxury as an identity maker, a bodily experience and an immaterial encounter. Not least, the different communication strategies are the very source of competitive advantage on the market. Luxury Fashion and Media Communication aims at proving it.
To be published by Bloomsbury in 2023.
Project members
Project managers
Paula von Wachenfeldt
Docent
