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Fashion, Media, Promotion: The New Black Magic



Fashion, Media, Promotion: The New Black Magic

Jayne Sheridan

ISBN: 978-1-118-81502-1 September 2013 264 Pages


In Fashion, Media, Promotion: the new black magic Fashion is linked to its communication networks - involving the reader in the process of selling Fashion in the global marketplace. Fashion's ingenuity in adapting to new means of promotion for digital and print media, websites, advertising, cinema, music and television, is celebrated.
  • Hollywood's role in shaping Fashion's influence is assessed through Audrey Hepburn's persuasive iconography and the impact of the most watched movie of the 20th century: Gone with the Wind.
  • Exceptional designers Coco Chanel, Christian Dior, Rei Kawakubo, Mary Quant, Elsa Schiaparelli, Vivienne Westwood are considered, together with extraordinary innovators Paul Smith, Vidal Sassoon, Lynne Franks.
  • Roland Barthes' Fashion System and Mythologies are viewed as cultural and promotional texts, with revealing insights into the technologies which bring Fashion to mass audiences.
  • Marketing and branding successes are reviewed and Fashion's continuing narrative is illustrated with luminous colour images.



INTRODUCTION Fashion, Media, Promotion: The new black magic 1

CHAPTER ONE Scarlett O'Hara and the post-bellum New Look 31

CHAPTER TWO Audrey Hepburn and breakfast at Givenchy's 69

CHAPTER THREE Vivienne Westwood and Anglomania at the Met 105

CHAPTER FOUR Mary Quant and the JCPenney blockbuster 143

CHAPTER FIVE Paul Smith and the global shopping game 189

CONCLUSION Roland Barthes and the compassionate professionals 227