Balenciagas provokativa uttryck
(2023) MODK63 20231Division of Fashion Studies
- Abstract
- This essay aims to analyse the reason behind Balenciaga's success through a strong brand identity
and branding strategies. As well as researching the importance of their visual expression in
connection to their staging of identity with postmodern characteristics. The essay uses two main
theoretical frameworks, Jean Baudrillard's theoretical framework on the simulacra and Douglas B.
Holt's marketing theory. Additionally Mike Featherstones theory about lifestyle and consumer
culture as a supporting theory to explain the importance of Balenciagas way of staging an identity.
Roland Barthes perspective on semiotics is used as a methodology to analyse two photos of the
holiday campaign “Gift shop” from 2022. The research states that... (More) - This essay aims to analyse the reason behind Balenciaga's success through a strong brand identity
and branding strategies. As well as researching the importance of their visual expression in
connection to their staging of identity with postmodern characteristics. The essay uses two main
theoretical frameworks, Jean Baudrillard's theoretical framework on the simulacra and Douglas B.
Holt's marketing theory. Additionally Mike Featherstones theory about lifestyle and consumer
culture as a supporting theory to explain the importance of Balenciagas way of staging an identity.
Roland Barthes perspective on semiotics is used as a methodology to analyse two photos of the
holiday campaign “Gift shop” from 2022. The research states that Balenciaga uses a postmodern
expression mainly through avantgardism and hyperreality. Furthermore the results indicates that
provocation and norm breaking strategies has been the fundamentals of Balenciagas identity. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9134662
- author
- Moreno, Vanessa LU
- supervisor
- organization
- course
- MODK63 20231
- year
- 2023
- type
- M2 - Bachelor Degree
- subject
- keywords
- Branding, Postmodernism, Postmodern fashion, Balenciaga, Avant-garde, Hyperreality, Semiotics
- language
- Swedish
- id
- 9134662
- date added to LUP
- 2023-08-22 08:30:48
- date last changed
- 2023-08-22 08:30:48
@misc{9134662, abstract = {{This essay aims to analyse the reason behind Balenciaga's success through a strong brand identity and branding strategies. As well as researching the importance of their visual expression in connection to their staging of identity with postmodern characteristics. The essay uses two main theoretical frameworks, Jean Baudrillard's theoretical framework on the simulacra and Douglas B. Holt's marketing theory. Additionally Mike Featherstones theory about lifestyle and consumer culture as a supporting theory to explain the importance of Balenciagas way of staging an identity. Roland Barthes perspective on semiotics is used as a methodology to analyse two photos of the holiday campaign “Gift shop” from 2022. The research states that Balenciaga uses a postmodern expression mainly through avantgardism and hyperreality. Furthermore the results indicates that provocation and norm breaking strategies has been the fundamentals of Balenciagas identity.}}, author = {{Moreno, Vanessa}}, language = {{swe}}, note = {{Student Paper}}, title = {{Balenciagas provokativa uttryck}}, year = {{2023}}, }