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Beyond Fashion

Beyond Fashion

Inside the Fashion Business

by Ilaria Caielli

Published by: Hoaki Books

Imprint: Hoaki

224 Pages, 6.69 x 9.44 in, 250 color photographs

Paperback
9788417656737
Published: August 2022

$29.95

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Description
Contents
Authors

Beyond Fashion provides a behind-the-scenes peek into the world of fashion, a universe that is as fascinating and creative as it is inextricably linked to commercial, psychological and social canons.

This thoroughly-illustrated volume covers all elements of the fashion business beyond clothing, from the commercial to psychological and sociological aspects of the industry. Branding, marketing, retailing, merchandising and business identity, style, the eternal pursuit of beauty, and the search for personal expression are the fundamental aspects of an industry which has evolved to become one of the most sophisticated, influential and dynamic sectors in the world. The implications are not just economic: what we wear conveys who we are. Clothes and accessories are the bearers of complex psychological and social canons, they are aesthetic products, means of self-definition and objects of desire. Complementary to the evolution of fashion itself, hand-in-hand with changes in taste throughout history, the practice of shopping has undergone epic transformations, becoming a daily activity, an integral part of everyday life. So, which elements are involved in the creation of this 'desire'? What are the ingredients of fashion alchemy? This book reveals these and many more secrets of the fashion business.

1 - Fashion and contemporaneity: Fashion in the 21st century / Fashion Brands. Luxury and High Street / Fast-Fashion revolution / Times, Places and Forms: the capitals of fashion, fashion shows, street style / Fashion Editors vs Influencers. Fashion through old and new media

2 - Fashion and Social Sciences. "I buy therefore I am": Beyond the dress. The meaning of fashion in society / Why do we buy? / Anatomy of a trend / Status and aspirations. Logo and meaning

3 - Love for Luxury, I don't need it but I crave for it. Marketing in fashion: Luxury. From vice to marketing tool, history and evolution of the term / The magic of marketing. I don't need it but I crave it / The art of selling dreams. Economic and emotional value / A front row seat. New media and diffusion of fashions

4 - What women Want. Branding and communication: For the love of the brand. Identity, values and traditions / Style star. The creative director / The power of celebrity. Hollywood stars, Royals and power stylists / Haute couture and high street a possible match / Identity on sale: Communication and promotion in the world of image

5 - It's a Mall World. Retailing and shopping temples: A concise history of shopping. From department stores to omnichannel / Merchandising and consumption / Archistar and brand image / The temples of fashion

6 - Online fashion. Seeing is wanting: Internet and social media. The creative consumer / Shopping without borders / Real vs Virtual. The sunset of the fashion elite

7 - New frontiers: fashion psychology, ethics and sustainability

8 - Conclusions: Is fashion "out of fashion?"

Ilaria Caielli has a degree in history and art criticism, and in communication and the culture of fashion. An expert who is incredibly passionate about fashion, Caielli regularly collaborates with several publications, including Il Corriere della Sera and Vanity Fair Italia. She develops editorial content for major Italian fashion brands. In the last 10 years she has lived in China, the United Arab Emirates, the Seychelles, and Cyprus. She is the author of the book UAE 101. Stories and Cultural Learning (a short guide about online shopping), for which she won the Future Stars prize from the Arabian Business and Online Shopping Awards.