Volume 20 No 22 (2022)
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Fashion Communication - A Revolution In Making
Shaik Rafia Sulthana
Communication is the process of exchanging information via a common system of symbols. It is the process of sending, receiving and interpreting messages through which we relate to each other and to our larger world as well. Fashion reflects its times. Fashion is a social expression.it shows the taste and values of an era, just as paintings and art forms do.it reflects the way people think and live – social psychology.Fashion and communication are interlinked and blend into each other owing to their basic essence. Fashion is an asthetic driven field with fashion portfolios, fashion photography, fashion shows and theme based shows, boutiques, colors and their influences on life style being a fewer and major aspectsthat depict the influence, importance and impact of Fashion communication. The way fashion has evolved over the ages with this modern era and digital enhancement, Fashion communication is indeed a revolution in making. Visual merchandising is art of presentation, puts merchandise in focus, educates costumers, creates desire, and finally augments the selling process thus marking Visual merchandising as an important part of fashion communication. Colours, a major part of communication expresses emotions, experiences, status and other types of information that are difficult to convey in written or spoken language. in this paper, fashion communication, its forms, evolution over time and influences, impact and digital era have been explained and experiences of designers over fashion communication have been presented in research methodology in form of data through questionnaire and tablesas needed.
Fashion, communication, portfolios, visual merchandise, revolution
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