FUT URE OF FASH ION COM MUN ICAT ION
20
2030
As mentioned in my previous book, my narrative will be presented as a fashion film, allowing it to push into the future of fashion communication. Presently, as communication shifts to a virtual landscape, traditional means of promotion have been disrupted causing brands to innovate new ways to engage a digital audience. “Fashion films are an all-encompassing medium and they are the new way for the creative industry to express itself.” (Etro, 2020) Film is a richer form of content giving a holistic approach to communication – from sound to visuals it captures the attention of an audience, transporting them away, sparking an emotional connection and challenging them intellectually to seek out the message. I think this will be key to my narrative as I intent to immerse the viewer in the environment in 2030, questioning how they will adapt to protect themselves and the earth through ‘Drowning in Clothing’. Highlighting key issues such currently and forthcoming, my film will take on traditional values of nostalgia, sustainability and heritage, critical to luxury and Gen Z and push them into a digital sphere communicating them against the backdrop of a new landscape.
