The rhetorical construction of Christian Dior’s fashion: an essay on sucession issues analizing the documentary film Dior & I
DOI:
https://doi.org/10.26563/dobras.v11i24.774Keywords:
semiotics, rhetorical, brands, sucession, fashion.Abstract
With a seven decades trajectory, Christian Dior is an essential part of the fashion field and helps to build the rhetoric of this system, as Barthes (1983) defines it. But respecting certain phenomena and dimensions, it acquires rhetoric of its own, or at least it is what it intends with some actions. It is about one of these cases that this essay is dedicated, the problematization of succession issues. The object is a documentary film entitled Dior and I (2015), about the first Raf Simons collection as creative director of Dior. Through semiotic understanding, the study aims to perceive the evidence of the construction of this brand rhetoric as a way of sustaining the succession of creators, in the midst of the historicalsocial context of Dior and fashion.
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