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UAL Research Online

Telling Stories: Brand Revival, from motorcycle clothing to luxury fashion

Simonson, Caryn (2015) Telling Stories: Brand Revival, from motorcycle clothing to luxury fashion. In: 5th International Journal of Motorcycle Studies, 16-19 July 2015, Barber Vintage Motorsports Museum, Birmingham Alabama, US.

Type of Research: Conference, Symposium or Workshop Item
Creators: Simonson, Caryn

Building on my previous paper 'Fashionable Bikers and 'Biker' Fashion' which examined fashion's love affair with the 'biker' image, this research explores the influence of 'fashion' on the brand revivals of Belstaff and Matchless. Tracing Belstaff's transition from functional motorcycle clothing into high end fashion and the more recent revival of Matchless, with its clothing line and subsequent motorcycle re-launch, it continues to examine the juxtaposition of luxury/heritage with fashion/biker. The paper discusses recent advertising campaigns that make use of the tools of fashion marketing to package powerful images, including celebrity endorsement, the Made in Britain tag and storytelling. What might have seemed like an unlikely alliance in the past, the coupling of luxury fashion and motorcycling is part of an ongoing 'gentrification' of motorcycling, telling stories that share common ground.

Official Website: http://www.motorcyclestudies.org
Keywords/subjects not otherwise listed: Luxury fashion, heritage, branding, motorcycle studies, fashion advertising, biker identity
Your affiliations with UAL: Colleges > Chelsea College of Arts
Research Centres No Longer Active > Textiles Futures Research Centre (TFRC)
Date: 18 July 2015
Event Location: Barber Vintage Motorsports Museum, Birmingham Alabama, US
Date Deposited: 31 Aug 2015 16:19
Last Modified: 05 Nov 2018 10:03
Item ID: 8580
URI: https://ualresearchonline.arts.ac.uk/id/eprint/8580

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