Fashion Films and Net-aesthetics

Abstract

Fashion Film is the last communication tool in fashion market, that was born for the Web about 20 years ago, but in these last 10 years it has increased its diffusion and its expressive potentiality definitely and we think that it is designed to influence the communication in other markets.Nowadays Fashion Films are reinforcing the power of fashion images, building up new brand experiences for net-consumers: they are painting new worlds for fashion brands thanks to the old cinematographic language mixed to recent Internet logics.Starting from this observation, our main question was: Can we talk about a new fashion net-aesthetics for these new fashion tales?Using a semiotics approach, this study investigates how Fashion, Cinema and the Net come together, producing new aesthetics, with new languages and new imaginary in fashion.The result can be really visionary.

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