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Towards a More Elaborate Understanding of the Fashion Photoshoot – An Aesthetic Production with the Element of Age

In: Fashion Communication in the Digital Age

Author

Listed:
  • Dorrit Bøilerehauge

    (Aarhus University)

Abstract

While agendas of diversity and inclusion seem to flourish and thrive in many instances, we still often experience a gap between agendas and practice. Such is also the case in fashion marketing. We are witnessing a hesitant development when it comes to brands’ usage of mature models, and it sparks curiousity as to the causes of the slow phase. Are we witnessing a resistance to a potential “silverization” in fashion branding, or is the production of marketing material more complex than top-management’s decisions to signal diversity in tune with the times? As a step towards mapping the different elements constructing the visual marketing material and discussing the possible significance of age on the set, this work in progress shares the framework and the design of research with the purpose of engendering reflection of how we can investigate the aesthetic production of visual material in the fashion industry and discuss the significance of our findings.

Suggested Citation

  • Dorrit Bøilerehauge, 2023. "Towards a More Elaborate Understanding of the Fashion Photoshoot – An Aesthetic Production with the Element of Age," Springer Proceedings in Business and Economics, in: Nadzeya Sabatini & Teresa Sádaba & Alessandro Tosi & Veronica Neri & Lorenzo Cantoni (ed.), Fashion Communication in the Digital Age, pages 269-276, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-38541-4_25
    DOI: 10.1007/978-3-031-38541-4_25
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