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Postdigital Iconicity of Runways: Redefining Sustainability in High-End Fashion Marketing

In: Sustainable Digital Marketing for Fashion and Luxury Brands

Author

Listed:
  • Annette Kallevig

    (Kristiania University of Applied Sciences)

  • Vésma Kontere McQuillan

    (Kristiania University of Applied Sciences)

Abstract

In the postdigital era, the merging of digital and physical marketing channels has birthed “postdigital” runway shows in high-end fashion, blurring traditional lines. This exploratory conceptual work delves into the extended marketing opportunities associated with the postdigital runway show and its potential as a vehicle for sustainable marketing within the high-end fashion industry through influencer mediation. By examining the iconic fashion event, the influencers attending it, and the content they produce through the lens of Erving Goffman’s theory of identity construction, this chapter critically examines how a postdigital runway show can genuinely facilitate sustainable practices while maintaining its iconic status.

Suggested Citation

  • Annette Kallevig & Vésma Kontere McQuillan, 2025. "Postdigital Iconicity of Runways: Redefining Sustainability in High-End Fashion Marketing," Springer Books, in: Wilson Ozuem & Silvia Ranfagni & Cindy Millman (ed.), Sustainable Digital Marketing for Fashion and Luxury Brands, chapter 0, pages 3-32, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-82467-8_1
    DOI: 10.1007/978-3-031-82467-8_1
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