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The Impact Of High Fashion PR In The Creation Of A Fashion Editorial Image

Pandeya, Isabelle LU (2019) MODK63 20191
Division of Fashion Science
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)
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author
Pandeya, Isabelle LU
supervisor
organization
course
MODK63 20191
year
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},
  keyword      = {public relations,luxury,gatekeepers,fashion magazines,PR policies},
  language     = {eng},
  note         = {Student Paper},
  title        = {The Impact Of High Fashion PR In The Creation Of A Fashion Editorial Image},
  year         = {2019},
}