El fashion film : narrativas de la industria de la moda en la era digital. Análisis comparativo entre Dolce & Gabbana y otras casas de moda bajo una perspectiva transmedia
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Facultad de Ciencia Política y Relaciones Internacionales
Resumen
El presente trabajo explora los fashion films como poderosos vehículos transmediales
que integran moda, música e historias. En un estudio comparativo, se contrastan cinco
producciones de Dolce & Gabbana con cinco que se dividen entre renombradas casas de
moda. A través de diversas variables, se detalla cómo estas obras enriquecen la narrativa
audiovisual contemporánea aprovechando el potencial de los tres sistemas de
significación que las componen en un formato adaptado a las condiciones tecnológicas y
culturales de la actualidad. Para la investigación, se utilizó una metodología cualitativa
que se apoyó en el mapeo de producciones y el análisis de contenido.
Los fashion films elegidos de Dolce & Gabbana para servir de referencia son:
Dolce & Gabbana, pour femme et pour homme, Dolce & Gabbana, Street of Dreams,
Matilde! A Dolce & Gabbana Movie, Dolce & Gabbana Dolce – Fragrance for Women
y Dolce & Gabbana DNA Sicily. Los elegidos de las otras casas para el contraste son:
CHANEL N°5, the film Train de Nuit with Audrey Tautou – CHANEL Fragrance, Jean
Paul Gaultier - On the Docks, Miu Miu Women’s Tales #6 – Le Donne della Vucciria
L’Odyssée de Cartier, Un viaje diferente (de Louis Vuitton).
Finalmente, se presenta FASHIONarte, un portal digital que permite a creadores
emergentes y marcas de bajo presupuesto participar en la narrativa digital de la moda con
fashion films de creación propia. Esta plataforma busca fomentar una expresión más
inclusiva y diversa acorde con las demandas de una audiencia joven y una cultura regida
por la gramática que imponen los lenguajes binarios.
This study explores fashion films as powerful transmedia vehicles that integrate fashion, music and storytelling. In a comparative analysis, five Dolce & Gabbana productions are contrasted with five from renowned fashion houses. Through several variables, the project details how these productions enrich the contemporary audiovisual landscape by harnessing the potential of the three languages that compose them in a format adapted to the technological and cultural conditions of today. A qualitative methodology based on the mapping of productions and content analysis was used for the research. The selected fashion films by Dolce & Gabbana to use as reference are: Dolce & Gabbana, Pour Femme et Pour Homme, Dolce & Gabbana, Street of Dreams, Matilde! A Dolce & Gabbana Movie, Dolce & Gabbana Dolce – Fragrance for Women, and Dolce & Gabbana DNA Sicily. Those chosen from other fashion houses for contrast are: CHANEL N°5, The Film Train de Nuit with Audrey Tautou – CHANEL Fragrance, Jean Paul Gaultier - On the Docks, Miu Miu Women’s Tales #6 – Le Donne della Vucciria, L’Odyssée de Cartier, and Un Viaje Diferente (by Louis Vuitton). Finally, FASHIONarte is presented. It is a digital portal that allows emerging creators and low-budget brands to participate in the digital narrative of fashion with fashion films of their own creation. This platform seeks to promote a more inclusive and diverse expression in line with the demands of a young audience and a culture governed by the grammar imposed by binary languages.
This study explores fashion films as powerful transmedia vehicles that integrate fashion, music and storytelling. In a comparative analysis, five Dolce & Gabbana productions are contrasted with five from renowned fashion houses. Through several variables, the project details how these productions enrich the contemporary audiovisual landscape by harnessing the potential of the three languages that compose them in a format adapted to the technological and cultural conditions of today. A qualitative methodology based on the mapping of productions and content analysis was used for the research. The selected fashion films by Dolce & Gabbana to use as reference are: Dolce & Gabbana, Pour Femme et Pour Homme, Dolce & Gabbana, Street of Dreams, Matilde! A Dolce & Gabbana Movie, Dolce & Gabbana Dolce – Fragrance for Women, and Dolce & Gabbana DNA Sicily. Those chosen from other fashion houses for contrast are: CHANEL N°5, The Film Train de Nuit with Audrey Tautou – CHANEL Fragrance, Jean Paul Gaultier - On the Docks, Miu Miu Women’s Tales #6 – Le Donne della Vucciria, L’Odyssée de Cartier, and Un Viaje Diferente (by Louis Vuitton). Finally, FASHIONarte is presented. It is a digital portal that allows emerging creators and low-budget brands to participate in the digital narrative of fashion with fashion films of their own creation. This platform seeks to promote a more inclusive and diverse expression in line with the demands of a young audience and a culture governed by the grammar imposed by binary languages.
