Comunicación de moda en Cuenca en el siglo XXI

Abstract

The present project aims at understanding how fashion communication has been in the city of Cuenca, Ecuador, in the 21st century and what impact it has had within society from different aspects that encompass the human being, through the research of fashion communication from Psychology, Anthropology, and Sociology, as Mario Dominguez mentions in his book on fashion sociology, “The most striking example of interdisciplinarity is the problem of fashion. In it, economic, psychological, sociological, psychoanalytical, ethnological, historical, anthropological, and aesthetic methods occur... Fashion is a total social phenomenon” (2001, p. 372) The world of fashion has always had a heavy burden that goes beyond the aesthetic side, it is the result of what is happening in society and how individuals are responding to different phenomena, especially in the 21st century with the development of new technologies and digital platforms, their way of communicating has changed, causing different social phenomena to be faced and that would have its consequence in fashion, and the capacity of diffusion and consumption of fashion. It seeks to contribute through art direction in the world of fashion, as it can open options to project and make fashion communication, which is why the fashion film is a strategy suitable for implementation and communication, either for artistic or advertising purposes, will reflect a vision of the environment regarding fashion, in addition to having the ability to adapt to new tools of the digital world.