Fashion film e branding na publicidade de moda: uma análise da Mugler 2022

Abstract

In the 21st century, driven by the internet and technological development, the fashion industry has undergone a significant transformation in terms of its image and advertising. The fashion image - according to Geczy and Karaminas (2016), is the image created in service of the fashion industry - has become more accessible and convergent, existing across various platforms and having access to new media configurations and formats. Faced with the current media landscape, consolidated especially in these last two decades, the fashion industry was forced to adapt to a new context of production of the fashion image and marketing strategies.In this context, the fashion image, which was built over the years through the work of several photographers, painters, writers, designers, models and a large creative and technical team, faced a new frontier: the proliferation of digital media. Today, the fashion image exists on – but is not limited to – smartphones, social media, live streams, screen installations, media-driven fashion shows and fashion films. Given this scenario, this work is dedicated to the phenomenon of Fashion Films. Our object of study is the Mugler´s fashion film for the women's Spring/Summer 2022 collection. We observe the film as a representation of the emergence of a new paradigm for fashion image and advertising - one that is configured through digital media and audiovisual practices. Furthermore, the analysis explores Mugler's evolution and rejuvenation through the dynamic connection between commercial advertising and fashion image, based on the four pillars of the brand.