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

Sammanfattning: 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.