Balenciagas provokativa uttryck

Detta är en Kandidat-uppsats från Lunds universitet/Avdelningen för modevetenskap

Sammanfattning: 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.

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