(by Simonetta Buffo)
Nowadays new aesthetic codes are picturing new revolutionary fashion stories.
You don’t need to be a professional in fashion market to notice not only new tools but also a new language in this market, starting from 2.000; once again nowadays, maybe more than in the past, the fashion communication can seduce, move, engage. Many new images have the power to create a strong feeling, with an emotive and irrational fusion, sometimes without a narrative plot. The consumer has large interpretative and imaginative spaces.
The result is a hyperbolic and surreal world in which the consumer is like Alice in a Wonderland.
And this means there’s a new connection between brand and consumer: the classic top-down communication approach is antiquated and the brand surrenders its leadership.
Welcome to your imaginery fashion world.