Storytelling in Luxury Fashion Brands, Visual Cultures, and Technologies

This book examines the ways in which luxury fashion brands use their heritage in their digital storytelling and marketing. With chapters from authors in China and Macau (PRC), India, Romania, Turkey, the United Kingdom, and the United States, covering British, Chinese, French, Japanese, Indian, Italian, and Turkish brands, this truly global collection is the first book of its kind devoted solely to the emerging study of digital heritage storytelling. This method of reaching potential consumers and perpetuating brand identity is a hugely important factor in the marketing of luxury brands and has yet to be studied comprehensively. The book will be of interest to scholars working in fashion studies, fashion history, design history, design studies, digital humanities, and fashion marketing.

Introductions Amanda Sikarskie Part One: Brands 1. Picture Perfect: Hermès, Its Silk Scarves, and Twenty-First Century Experiential Events Madeleine Luckel 2. The Good, the Bad and the Ugly: Dolce & Gabbana and Narratives of Heritage and National Identity Alice Dallabona and Stefano Giani 3. Gucci Beauty, Nur Jahan, and the Mining of the History of Art for Global Beauty Icons for the Twenty-first Century Amanda Sikarskie Part Two: Visual Cultures 4. The Exotic as Luxury: Visual Narrative Advertisements of Indian Luxury Goods on Instagram Rimi Nandy 5. 'Terrain of every hue:’ Locating the Luxury Knitwear Trade in Scotland’s Landscapes Marina Moskowitz 6. Stories of Turkish Cultural Heritage Motifs Subject to Digital Marketing in Fashion Zaliha Inci Karabacak and Ayse Asli Sezgin 7. The Color Red, Louboutin, and the Social Collective in France Alexandra Thelin 8. Japan’s Lolita Fashion Culture and Digital Heritage Storytelling Cringuta – Irina Pelea Part Three: Spaces and Technologies 9. Digital Storytelling in an Affective Space: A Case Study on Bodily Engagement with a Chinese Luxury Brand Peng Liu and Lan Lan 10. New Old Stories: The Temporal Salience of Fortnum & Mason’s Digital Storytelling Federica Carlotto and Andrea Tanner

Amanda Sikarskie is Lecturer in the Department of Art and Art History at the University of Michigan–Flint and in the Comprehensive Studies Program at the University of Michigan–Ann Arbor.