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UAL Research Online

Narrative Form and the Rhetoric of Fashion in the Promotional Fashion Film

Mijovic, Nikola (2013) Narrative Form and the Rhetoric of Fashion in the Promotional Fashion Film. Film, Fashion and Consumption, 2 (2). pp. 175-86. ISSN 20442823

Type of Research: Article
Creators: Mijovic, Nikola

Online promotional fashion film has become a significant aspect of the symbolic production of fashion in the 21st Century. This article presents a broad overview of the genre’s most prominent aesthetic and formal tendencies. Three approaches to fashion film making are discussed: firstly, a non-narrative, where the status of fashion as a designed object is foregrounded; secondly, the conventional narrative, in which fashion acts as an aspirational symbol; and finally, the ‘organic’ narrative approach, where the visual style and the formal system of the moving image are constructed around clothing. The films discussed include Portent (2009), directed by Nick Knight, Karl Lagerfeld’s Remember Now (2010) and Once Upon a Time (2013), and Lucrecia Martel’s Muta (2011). The article assesses this medium in relation to its potential to challenge the existing paradigm associated with the rhetoric of fashion on the one hand, and the narrative film form on the other. Promotional fashion film, while being a form of ‘new media’, is also firmly situated within the domain of postmodernism, which may explain its limited ability to undermine the established dominant representational codes.

Official Website: http://www.intellectbooks.co.uk/journals/view-Article,id=16746/
Keywords/subjects not otherwise listed: Karl Lagerfeld; Lucrecia Martel; auteurism; narrative form; pastiche; promotional fashion film; rhetoric of fashion
Publisher/Broadcaster/Company: Intellect
Your affiliations with UAL: Colleges > London College of Fashion
Date: June 2013
Digital Object Identifier: 10.1386/ffc.2.2.175_1
Related Websites: http://dx.doi.org/10.1386/ffc.2.2.175_1
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Date Deposited: 16 Jun 2014 09:18
Last Modified: 16 Jun 2014 09:18
Item ID: 6783
URI: https://ualresearchonline.arts.ac.uk/id/eprint/6783

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