Uhlirova, Marketa (2020) Excavating fashion film: a media archaeological perspective. Journal of Visual Culture, 19 (3). pp. 340-361. ISSN 1741-2994
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Type of Research: | Article |
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Creators: | Uhlirova, Marketa |
Description: | In the emerging ‘video-first world’ of the last decade, global fashion brands have made the moving image an integral component of their digital marketing strategies. As a result, both the industry and popular perceptions of fashion film have been increasingly colonized by the notions of branding and promotion. Recent scholarship on fashion film too has put the fashion brand at the centre of analysis. This article argues against any such premature fixing of fashion film’s identity. Instead, it proposes shifting the existing perspective by reframing fashion film as not only a product of the fashion industry and associated media but also one of the cinema industry and culture. Drawing on media archaeological models of ‘excavation’ and ‘parallax historiography’, the article examines contemporary digital fashion film in parallel with fashion film of the early 20th century – a juxtaposition that helps to recapture the phenomenon’s remarkable diversity and open possibility in both periods. |
Official Website: | https://journals.sagepub.com/doi/10.1177/1470412920964915 |
Keywords/subjects not otherwise listed: | fashion film |
Publisher/Broadcaster/Company: | SAGE |
Your affiliations with UAL: | Colleges > Central Saint Martins |
Date: | 1 December 2020 |
Digital Object Identifier: | 10.1177/1470412920964915 |
Date Deposited: | 09 Jan 2023 12:25 |
Last Modified: | 09 Jan 2023 12:25 |
Item ID: | 18470 |
URI: | https://ualresearchonline.arts.ac.uk/id/eprint/18470 |
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