The Impact Of High Fashion PR In The Creation Of A Fashion Editorial Image
(2019) MODK63 20191Division of Fashion Studies
- Abstract
- Brand owners protect their brands by setting policies through their public relations departments. The PR policies control how magazines communicate their brands to the public. This study examines the aesthetical values and impact of a brand owner’s public relations policies on fashion editorial images. In particular, fashion editorial images are analyzed to detect and assess the influence of high fashion public relations on the creation of the image.
Three images of the French high fashion brand Givenchy are subjected to a social semiotic visual analysis, ”Zoe Kravitz, Unretouched”, by Harper’s Bazaar US October 2018, which showcases the policies in regards to haute couture. ”Full-Look Policy” by CR Fashion Book Issue 14 2019, openly... (More) - Brand owners protect their brands by setting policies through their public relations departments. The PR policies control how magazines communicate their brands to the public. This study examines the aesthetical values and impact of a brand owner’s public relations policies on fashion editorial images. In particular, fashion editorial images are analyzed to detect and assess the influence of high fashion public relations on the creation of the image.
Three images of the French high fashion brand Givenchy are subjected to a social semiotic visual analysis, ”Zoe Kravitz, Unretouched”, by Harper’s Bazaar US October 2018, which showcases the policies in regards to haute couture. ”Full-Look Policy” by CR Fashion Book Issue 14 2019, openly communicates a PR policy, which made this image important to the study. ”An American in Paris” by British Vogue May 2012, is used to demonstrate how the PR policies are implemented in the context of an older fashion editorial image, when Givenchy’s previous creative director Riccardo Tisci was at the helm. The analysis is further deepened with an interpretation with the help of a theoretical framework spanned by Roland Barthes, Dana Thomas and Yuniya Kawamura’s perspectives.
One of the findings of this study is that a brand’s public relations and fashion magazines act as gatekeepers of fashion, and participate in the value creation of brands. With its PR policies, a brand like Givenchy regulates the viewer’s taste of luxury, and communicates how the concept of luxury relates to the brand. In addition, core policies contribute towards timelessness of high fashion brands. However, a number of issues arise that appear to counteract the intentions of some PR policies. Knowledge of the gatekeeping qualities that high fashion PR possess, may advance the understanding of the evolution of the fashion editorial image, and pave new ways of using public relations techniques. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8988955
- author
- Pandeya, Isabelle LU
- supervisor
- organization
- course
- MODK63 20191
- year
- 2019
- type
- M2 - Bachelor Degree
- subject
- keywords
- public relations, luxury, gatekeepers, fashion magazines, PR policies
- language
- English
- id
- 8988955
- date added to LUP
- 2019-08-12 11:58:12
- date last changed
- 2019-08-12 11:58:12
@misc{8988955,
abstract = {{Brand owners protect their brands by setting policies through their public relations departments. The PR policies control how magazines communicate their brands to the public. This study examines the aesthetical values and impact of a brand owner’s public relations policies on fashion editorial images. In particular, fashion editorial images are analyzed to detect and assess the influence of high fashion public relations on the creation of the image.
Three images of the French high fashion brand Givenchy are subjected to a social semiotic visual analysis, ”Zoe Kravitz, Unretouched”, by Harper’s Bazaar US October 2018, which showcases the policies in regards to haute couture. ”Full-Look Policy” by CR Fashion Book Issue 14 2019, openly communicates a PR policy, which made this image important to the study. ”An American in Paris” by British Vogue May 2012, is used to demonstrate how the PR policies are implemented in the context of an older fashion editorial image, when Givenchy’s previous creative director Riccardo Tisci was at the helm. The analysis is further deepened with an interpretation with the help of a theoretical framework spanned by Roland Barthes, Dana Thomas and Yuniya Kawamura’s perspectives.
One of the findings of this study is that a brand’s public relations and fashion magazines act as gatekeepers of fashion, and participate in the value creation of brands. With its PR policies, a brand like Givenchy regulates the viewer’s taste of luxury, and communicates how the concept of luxury relates to the brand. In addition, core policies contribute towards timelessness of high fashion brands. However, a number of issues arise that appear to counteract the intentions of some PR policies. Knowledge of the gatekeeping qualities that high fashion PR possess, may advance the understanding of the evolution of the fashion editorial image, and pave new ways of using public relations techniques.}},
author = {{Pandeya, Isabelle}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Impact Of High Fashion PR In The Creation Of A Fashion Editorial Image}},
year = {{2019}},
}