La moda racconta il suo futuro nelle forme brevi digitali

Abstract

Social media and the pandemic of Covid-19 have transformed the fashion show from a parade of garments and accessories to a more complex narration, which has gradually flowed into the audiovisual, starting with the establishment of the fashion film genre. Through the audiovisual, the collection is described in a syncretic way (image, sound, graphics, etc.) and then textualized in a short form, experienced in a single solution. The collection is embedded and fragmented in the audiovisual, in the video, which is chosen because it is considered the most suitable form of expression to recreate and narrate the original situation of imagination, of the creative act at the basis of the genesis of garments and accessories. This analysis focuses on the short forms of fashion communication and proposes a typology to understand why the sphere of the sensible has become predominant in fashion discourse.