Beyond the Runway: Embracing Speculative Design in Fashion Films During COVID-19

EasyChair Preprint no. 13707

Abstract

Fashion brands have used speculative design in the creation of their fashion films, fostering a revitalization of communication strategies. This approach involves visual narratives that encompass a range of features, distinguishing it as a critical and forward-thinking approach to fashion communication. Speculative design contributes to an understanding of fashion as a cultural phenomenon that interacts with the world around it, working as an active agent in shaping aesthetics and identity in society and places. The intersection of fashion with speculative design allowed fashion brands to portray an insight into alternative possibilities of future scenarios, with more impact on society, through more conscious strategies focused on reinforcing their brand values with a stronger emotional connection with consumers. This paper discusses how fashion brands used speculative design to produce fashion films to highlight their collections during the restrictions brought on by the COVID-19 pandemic. We performed a depth analysis of the characteristics of three fashion films released during the pandemic that successfully transmitted brand value and unique characteristics. Each video highlighted a distinct brand positioning, and, during the analysis, we focused on four of the main aspects of Speculative Design. This discussion shows how using Speculative Design can lead brands to successfully create videos that make their positioning stronger and more consistent throughout time, and that the use of speculative design in fashion films has allowed brands to create engaging and thought-provoking content that resonates with audiences and reinforces brand values. By exploring potential futures and challenges, fashion brands can stay ahead of the curve and adapt to changing trends and consumer preferences.

Keyphrases: Contemporary Fashion Brands, Fashion Films, Fashion in the era of COVID19, Social role of fashion, speculative design

@Booklet{EasyChair:13707,
  author = {Monica Mara Lopes and Fabio Shimabukuro Sandes and Manuel José Damasio},
  title = {Beyond the Runway: Embracing Speculative Design in Fashion Films During COVID-19},
  howpublished = {EasyChair Preprint no. 13707},

  year = {EasyChair, 2024}}