Gods of Fashion: Tom Ford

(by Sofia Scatena)

Some fashion movies are designed to induce people to feel a “longing for belonging”. This is absolutely subjective, depending on a variety of factors. Emotions are one of those.

Boy, we adore this sculpted woman visionaire fashion guru Tom Ford suggested back in SS 2012. We love the contrast between the 40s look and the contemporary synth music. You watch this and you find yourself jumping up your chair, grab your shoes and head straight for the shop. This tells a lot about the level of emotional engagement conveyed by the deep sense of presence new media elicit. There’s a whole theory developed by the great Nobel Prize Winner Daniel Kahneman about the decisional process linked to the emotion we feel when consuming contents proposed via new media. Care to plunge into this subject? More coming, rest assured.



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