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Contemporary Archives for the Memory and Legacy of Brands Shaping “Colombian Luxury”: A Review of MH’s Digital Archive

In: Fashion Communication in the Digital Age

Author

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  • Laura Mejía-Ocampo

    (Universidad de Bogotá Jorge Tadeo Lozano)

  • Angela Dotor-Robayo

    (Universidad de Bogotá Jorge Tadeo Lozano)

Abstract

This article is the result of a research on fashion archives as tools for building legacies and identity in Colombian fashion brands. For this study, the digital archive of Mario Hernández was analyzed as it is one of the most relevant brands in the country whose tradition and construction of luxury is rooted in national manufacturing and artisanal textile techniques. To effectively analyze the archive, a semiotic interpretive methodology was applied with the aim of examining and interpreting images and short videos from an advertising analysis perspective, specifically that of Jacques Fontanille. In the case of this research the mentioned approach led to findings related to categories such as woman, luxury, body and identity, which are connected to the elite and politically charged environment of the country.

Suggested Citation

  • Laura Mejía-Ocampo & Angela Dotor-Robayo, 2026. "Contemporary Archives for the Memory and Legacy of Brands Shaping “Colombian Luxury”: A Review of MH’s Digital Archive," Springer Proceedings in Business and Economics, in: Paula von Wachenfeldt & Lorenzo Cantoni & Nadzeya Sabatini & Teresa Sádaba (ed.), Fashion Communication in the Digital Age, pages 41-51, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-99481-4_4
    DOI: 10.1007/978-3-031-99481-4_4
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