Storytelling in Luxury Fashion : Brands, Visual Cultures, and Technologies book cover
1st Edition

Storytelling in Luxury Fashion
Brands, Visual Cultures, and Technologies

Edited By

Amanda Sikarskie

ISBN 9780367638054
Published May 30, 2022 by Routledge
210 Pages 30 B/W Illustrations

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Book Description

This book examines the ways in which luxury fashion brands use their heritage in their digital storytelling and marketing.

With chapters from authors in China and Macau (PRC), India, Romania, Turkey, the United Kingdom, and the United States, covering British, Chinese, French, Japanese, Indian, Italian, and Turkish brands, this truly global collection is the first book of its kind devoted solely to the emerging study of digital heritage storytelling. This method of reaching potential consumers and perpetuating brand identity is a hugely important factor in the marketing of luxury brands and has yet to be studied comprehensively.

The book will be of interest to scholars working in fashion studies, fashion history, design history, design studies, digital humanities, and fashion marketing.

Table of Contents


Amanda Sikarskie

Part One: Brands

1. Picture Perfect: Hermès, Its Silk Scarves, and Twenty-First Century Experiential Events

Madeleine Luckel

2. The Good, the Bad and the Ugly: Dolce & Gabbana and Narratives of Heritage and National Identity

Alice Dallabona and Stefano Giani

3. Gucci Beauty, Nur Jahan, and the Mining of the History of Art for Global Beauty Icons for the Twenty-first Century

Amanda Sikarskie

Part Two: Visual Cultures

4. The Exotic as Luxury: Visual Narrative Advertisements of Indian Luxury Goods on Instagram

Rimi Nandy

5. 'Terrain of every hue:’ Locating the Luxury Knitwear Trade in Scotland’s Landscapes

Marina Moskowitz

6. Stories of Turkish Cultural Heritage Motifs Subject to Digital Marketing in Fashion

Zaliha İnci Karabacak and Ayşe Aslı Sezgin

7. The Color Red, Louboutin, and the Social Collective in France

Alexandra Thelin

8. Japan’s Lolita Fashion Culture and Digital Heritage Storytelling

Cringuta – Irina Pelea

Part Three: Spaces and Technologies

9. Digital Storytelling in an Affective Space: A Case Study on Bodily Engagement with a Chinese Luxury Brand

Peng Liu and Lan Lan

10. New Old Stories: The Temporal Salience of Fortnum & Mason’s Digital Storytelling

Federica Carlotto and Andrea Tanner

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Amanda Sikarskie is Lecturer in the Department of Art and Art History at the University of Michigan–Flint and in the Comprehensive Studies Program at the University of Michigan–Ann Arbor.