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Den instabila kulturen: en postmodernistisk studie av Guccis kampanj Utopian Fantasy

Bozinova, Elena LU (2018) MODK63 20181
Division of Fashion Studies
Abstract
This dissertation intends to display how today’s culturally dominant features of postmodernism can be read in the fashion image. By doing a qualitative study of Gucci’s campaign Utopian Fantasy from Spring/Summer 2018, this thesis has located postmodern tendencies in the fashion image. Results show that the ’anything goes culture’, with a fragmented subject, the de-centering of values and unstable meanings, can be found in the campaign. By the campaign's use of pastiche, simulacra and undecidable objects in the image, Utopian Fantasy mirrors today’s late capitalist society, its individuals and its aesthetics. The image’s use of the non-binary and play on gender is a perfect portray of the postmodern’s the other. However, it remains unclear... (More)
This dissertation intends to display how today’s culturally dominant features of postmodernism can be read in the fashion image. By doing a qualitative study of Gucci’s campaign Utopian Fantasy from Spring/Summer 2018, this thesis has located postmodern tendencies in the fashion image. Results show that the ’anything goes culture’, with a fragmented subject, the de-centering of values and unstable meanings, can be found in the campaign. By the campaign's use of pastiche, simulacra and undecidable objects in the image, Utopian Fantasy mirrors today’s late capitalist society, its individuals and its aesthetics. The image’s use of the non-binary and play on gender is a perfect portray of the postmodern’s the other. However, it remains unclear whether the postmodern culture is a culture of inclusion and diversity, or purely another masking of society’s discourses. (Less)
Please use this url to cite or link to this publication:
author
Bozinova, Elena LU
supervisor
organization
course
MODK63 20181
year
type
M2 - Bachelor Degree
subject
keywords
fashion studies, postmodernism, fashion image, fashion photography, late capitalism, pastiche, simulacra, undecidable, Gucci
language
Swedish
id
8956243
date added to LUP
2018-09-24 10:03:30
date last changed
2018-09-24 10:03:30
@misc{8956243,
  abstract     = {{This dissertation intends to display how today’s culturally dominant features of postmodernism can be read in the fashion image. By doing a qualitative study of Gucci’s campaign Utopian Fantasy from Spring/Summer 2018, this thesis has located postmodern tendencies in the fashion image. Results show that the ’anything goes culture’, with a fragmented subject, the de-centering of values and unstable meanings, can be found in the campaign. By the campaign's use of pastiche, simulacra and undecidable objects in the image, Utopian Fantasy mirrors today’s late capitalist society, its individuals and its aesthetics. The image’s use of the non-binary and play on gender is a perfect portray of the postmodern’s the other. However, it remains unclear whether the postmodern culture is a culture of inclusion and diversity, or purely another masking of society’s discourses.}},
  author       = {{Bozinova, Elena}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Den instabila kulturen: en postmodernistisk studie av Guccis kampanj Utopian Fantasy}},
  year         = {{2018}},
}