1st Edition

Storytelling in Luxury Fashion Brands, Visual Cultures, and Technologies

Edited By Amanda Sikarskie Copyright 2021
    210 Pages 30 B/W Illustrations
    by Routledge

    210 Pages 30 B/W Illustrations
    by Routledge

    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.


    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


    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.