The semiotic production of meanings in a show of style: cultural and creative languages
DOI:
https://doi.org/10.26563/dobras.i37.1422Keywords:
Cultural Production, Fashion semiotics, Fashion shows, Gucci, RunwayAbstract
The study of fashion allows us to understand culture and different forms of individual expression. The literature review we carried out indicates that there are several perspectives in which fashion and its objects can be analysed, which gives it a dynamic character. Regarding its relationship with semiotics, the literature review emphasizes the analysis of brands, advertisements, and fashion photographs. This underlines the gap in studies of other types of cultural production, such as fashion shows. By understanding fashion shows, we can decode new dynamics in the fashion system, as they are rich in meaning and represent the culture where brands are inserted. The main objective of this research is to understand the patterns of meaning represented in unified fashion shows. The research was carried out through a methodological script based mainly on the Barthesean approach. For that, we resorted to a semiotic analysis in a case study context composed by the unified Gucci fashion shows. The analytical script underlined the existence of specific elements of the runway narratives that are essential for understanding the brand’s DNA. We can also understand that the elements of a unified runway show do not remove the potential of the message in brand narratives. By exploring these articulations, we were able to see the location(s) of meaning in specific signs in the fashion shows, highlighting its role as a cultural signifier.
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