New French Luxury: Art, Fashion and the Re-Invention of a National Brand

#sponsored on Instagram: Analyzing Influencers’ Content With Luxury Fashion Brands

“…The globalization of luxury fashion through the Instagram platform and supported by European brands push producers and consumers towards a homogenous image. In addition, luxury fashion content creates a hierarchy and reinforce stereotypes and power dynamics, aligning with previous research that states that corporate fashion branding still relies on several entrenched imperialist ideologies supporting the global promotion of a French luxury tradition (Mendes & Rees-Roberts, 2015). Overall, the overview of macro-influencers in the luxury fashion space represents a group that relies on western ideals of what is fashionable.…”

“…This realization offers an initial starting point for this project to take shape and explore. Historically, research has found that French luxury fashion's strategy in participating in a global world is simply a way to domesticate exoticism and neutralize otherness for Western consumers (Mendes and Rees-Roberts, 2015). In Media Representation and the Global Imagination, the author analyzes how the existing power relations of capitalism are reproduced and reinforced through representation and how in turn, embeds culture with ideals and stereotypes of size, age, ability, ethnicity, race, gender, and sexuality (Orgad, 2012).…”

From Fashion Brand to Artwork: Divergent Thinking, Copyright Law, and Branding

“…Artification (Massi and Turrini 2020;Crane 2019;Kastner 2014;Kapferer 2014;Mendes and Rees-Roberts 2015) refers to the process of turning something that was once considered utilitarian or functional into something that is now considered art or art-like. It involves breaking the traditional boundaries of fashion, and incorporating elements of creativity, imagination, and cultural significance into the design process.…”