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Balenciagas provokativa uttryck

Moreno, Vanessa LU (2023) MODK63 20231
Division 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:
author
Moreno, Vanessa LU
supervisor
organization
course
MODK63 20231
year
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}},
}