Fashion films: trends and terms in fashion communication

Detalhes bibliográficos
Autor(a) principal: Queiroz Campos, Amanda
Data de Publicação: 2023
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista dObra[s]
Texto Completo: https://dobras.emnuvens.com.br/dobras/article/view/1639
Resumo: The present research reckons fashion films as a current and widely valued modality in fashion communication. In addition to the audiovisual resources and the temporal reference, the possibility of creating narratives – fantastic, documental, and others – mainly serves to bring the consumer public closer, to go beyond the materiality of the product, making the relationship with products and brands more moving and exciting. The goal is to analyze different audiovisual narratives of fashion films released by international brands in 2021 and 2022, identifying communication trends in the field of fashion. To this end, we applied discourse analysis in combination with visual analysis to describe, analyze and interpret the messages conveyed in fashion films and subsequently identify trends and approaches in the branded content. The films were: (1) C’est L’Amour, Adidas and Gucci; (2) Olivia Wilde Directs Her Own Vogue Video, Vogue; (3) Victor da Justa, SPFWN53; (4) Storm chasing, Alexander McQueen; and (5) Sankofa – Mile Lab.
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spelling Fashion films: trends and terms in fashion communicationFashion films: tendências e vigências na comunicação de modaTrendFashion filmsFashion communicationBranded contentFashion brandTendênciaFashion filmsComunicação de modaBranded contentMarca de modaThe present research reckons fashion films as a current and widely valued modality in fashion communication. In addition to the audiovisual resources and the temporal reference, the possibility of creating narratives – fantastic, documental, and others – mainly serves to bring the consumer public closer, to go beyond the materiality of the product, making the relationship with products and brands more moving and exciting. The goal is to analyze different audiovisual narratives of fashion films released by international brands in 2021 and 2022, identifying communication trends in the field of fashion. To this end, we applied discourse analysis in combination with visual analysis to describe, analyze and interpret the messages conveyed in fashion films and subsequently identify trends and approaches in the branded content. The films were: (1) C’est L’Amour, Adidas and Gucci; (2) Olivia Wilde Directs Her Own Vogue Video, Vogue; (3) Victor da Justa, SPFWN53; (4) Storm chasing, Alexander McQueen; and (5) Sankofa – Mile Lab.A presente pesquisa aborda os fashion films como modalidade vigente e amplamente valorizada na comunicação de moda. Além dos recursos audiovisuais e da referência temporal, a possibilidade de criação de narrativas – de cunho fantástico, documental etc. – serve sobretudo para aproximar o público consumidor, com o objetivo de ultrapassar a materialidade do produto, tornando a relação com os produtos e as marcas mais comovente e emocionante. O objetivo deste artigo foi analisar diferentes narrativas audiovisuais de fashion films lançados por marcas internacionais nos anos de 2021 e 2022, identificando tendências de comunicação no campo da moda. Para tal, adotou-se a metodologia de Análise de Discurso em combinação com a análise visual, de forma a descrever, analisar e interpretar as mensagens veiculadas nos fashion films e, posteriormente, identificar tendências e aproximações na produção de conteúdo de diferentes marcas. Foram analisados os filmes: (1) C’est L’Amour, Adidas e Gucci; (2) Olivia Wilde Directs Her Own Vogue Video, Vogue; (3) Victor da Justa, SPFWN53; (4) Storm chasing, Alexander McQueen; e (5) Sankofa – Mile Lab.Associação Brasileira de Estudos e Pesquisas em Moda - Abepem2023-11-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://dobras.emnuvens.com.br/dobras/article/view/163910.26563/dobras.i39.1639dObra[s] – revista da Associação Brasileira de Estudos de Pesquisas em Moda; n. 39 (2023); 113-1372358-00031982-0313reponame:Revista dObra[s]instname:Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)instacron:ABEPEMporhttps://dobras.emnuvens.com.br/dobras/article/view/1639/827Copyright (c) 2023 Amanda Queiroz Camposhttps://creativecommons.org/licenses/by-nc-sa/4.0/info:eu-repo/semantics/openAccessQueiroz Campos, Amanda2023-11-28T20:15:08Zoai:ojs.dobras.emnuvens.com.br:article/1639Revistahttps://dobras.emnuvens.com.br/dobras/indexONGhttps://dobras.emnuvens.com.br/dobras/oaidobras.abepem@gmail.com2358-00031982-0313opendoar:2023-11-28T20:15:08Revista dObra[s] - Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)false
dc.title.none.fl_str_mv Fashion films: trends and terms in fashion communication
Fashion films: tendências e vigências na comunicação de moda
title Fashion films: trends and terms in fashion communication
spellingShingle Fashion films: trends and terms in fashion communication
Queiroz Campos, Amanda
Trend
Fashion films
Fashion communication
Branded content
Fashion brand
Tendência
Fashion films
Comunicação de moda
Branded content
Marca de moda
title_short Fashion films: trends and terms in fashion communication
title_full Fashion films: trends and terms in fashion communication
title_fullStr Fashion films: trends and terms in fashion communication
title_full_unstemmed Fashion films: trends and terms in fashion communication
title_sort Fashion films: trends and terms in fashion communication
author Queiroz Campos, Amanda
author_facet Queiroz Campos, Amanda
author_role author
dc.contributor.author.fl_str_mv Queiroz Campos, Amanda
dc.subject.por.fl_str_mv Trend
Fashion films
Fashion communication
Branded content
Fashion brand
Tendência
Fashion films
Comunicação de moda
Branded content
Marca de moda
topic Trend
Fashion films
Fashion communication
Branded content
Fashion brand
Tendência
Fashion films
Comunicação de moda
Branded content
Marca de moda
description The present research reckons fashion films as a current and widely valued modality in fashion communication. In addition to the audiovisual resources and the temporal reference, the possibility of creating narratives – fantastic, documental, and others – mainly serves to bring the consumer public closer, to go beyond the materiality of the product, making the relationship with products and brands more moving and exciting. The goal is to analyze different audiovisual narratives of fashion films released by international brands in 2021 and 2022, identifying communication trends in the field of fashion. To this end, we applied discourse analysis in combination with visual analysis to describe, analyze and interpret the messages conveyed in fashion films and subsequently identify trends and approaches in the branded content. The films were: (1) C’est L’Amour, Adidas and Gucci; (2) Olivia Wilde Directs Her Own Vogue Video, Vogue; (3) Victor da Justa, SPFWN53; (4) Storm chasing, Alexander McQueen; and (5) Sankofa – Mile Lab.
publishDate 2023
dc.date.none.fl_str_mv 2023-11-28
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://dobras.emnuvens.com.br/dobras/article/view/1639
10.26563/dobras.i39.1639
url https://dobras.emnuvens.com.br/dobras/article/view/1639
identifier_str_mv 10.26563/dobras.i39.1639
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://dobras.emnuvens.com.br/dobras/article/view/1639/827
dc.rights.driver.fl_str_mv Copyright (c) 2023 Amanda Queiroz Campos
https://creativecommons.org/licenses/by-nc-sa/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 Amanda Queiroz Campos
https://creativecommons.org/licenses/by-nc-sa/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Associação Brasileira de Estudos e Pesquisas em Moda - Abepem
publisher.none.fl_str_mv Associação Brasileira de Estudos e Pesquisas em Moda - Abepem
dc.source.none.fl_str_mv dObra[s] – revista da Associação Brasileira de Estudos de Pesquisas em Moda; n. 39 (2023); 113-137
2358-0003
1982-0313
reponame:Revista dObra[s]
instname:Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)
instacron:ABEPEM
instname_str Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)
instacron_str ABEPEM
institution ABEPEM
reponame_str Revista dObra[s]
collection Revista dObra[s]
repository.name.fl_str_mv Revista dObra[s] - Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)
repository.mail.fl_str_mv dobras.abepem@gmail.com
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