Fashion film: um estudo das significações da linguagem da moda no contexto da cibercultura

Abstract

Fashion film videos, a genre that combines advertising, cinema and fashion, have stood out on social media due to their short duration and for presenting narratives that captivate the consumer/viewer. Mostly produced by luxury brands, they form part of fashion communication products to build brand identity and publicize collections. When observing their reach through the number of productions and views on video sharing platforms, the question that arises is in what ways is the language of fashion represented by fashion films in the cybercultural context and what are the meaning effects implied? To answer the question, the objective of this research is to analyze how the processes of meaning in the language of fashion operate by representing cultural and ideological practices embedded in the discourses materialized by fashion film in cyberculture. To do this, a bibliographic survey is carried out on the object of study. Documentary research is included in which 162 fashion films were analyzed and cataloged considering number of views, partnerships between brand and artists and awards at festivals. Regarding language analysis methods, a theoretical survey of Barthesian semiology and discursive and plastic semiotics was carried out to analyze the syncretic text. The methodology adopted is characterized as qualitative, since linguistic analysis aims to explain the phenomenon considering subjectivities and nuances, in addition to being configured as: exploratory, by adopting the bibliographic survey; and as descriptive, when describing the phenomenon and analyzing the relationship between its variables. The fashion film selected for analysis was The uncanny valley, by luxury fashion brand Stella McCartney, produced in partnership with director Philippa Price. The studies carried out showed that the object is a fashion promotional material that was born and evolved with cinema. It gains prominence on social media due to its short duration and for promoting a voyeuristic experience for the viewer, presenting fantastic worlds and surreal stories. The analysis in the light of semiotics of the video The uncanny valley showed us that the fashion film uses the creation of micronarratives to bring out the themes in which the recipient is interested, such as brand identity and fashion information. The investigation points out that the language of fashion, in this object, operates as an underlying meaning by merging with the construction of the “being” of the characters in the narrative, the concept of fashion is represented by the values and the pathetic states of the actants.