Читать книгу Re-presentation Policies of the Fashion Industry - Eleni Mouratidou - Страница 8

Fashion shows, advertising films and images, short films, “making of”, museum exhibitions, boutiques, private parties but with the right amount of media coverage, Websites and sociodigital networks, fashion and beauty editorials supported by the magazine press are some of the strategies participating directly or indirectly in the promotion of the fashion industry.

In addition, there is an entire sublimation process of the players in this industry, such as artistic directors of fashion brands, models, muses and celebrities from the entertainment industry. These strategies and actors are integrated into particularly spectacular stagings. Fashion and its entire industry is a spectacle that I propose to address here by following Guy Debord, for whom the spectacle “is not a set of images but a social relationship between people, mediated by images” (Debord 1987, p. 4, author’s translation). The images produced by the fashion industry, its actors and its events, themselves constructed as images relayed and mediated by allied industries such as the media industries, bear witness in a very spectacular way to this social relationship that the fashion industry proposes, even imposes. Its particularity is to densify this social relation-spectacle and make it particularly captive.