From Hacking Brands to Fake Runways- Fashion’s Communication Strategies Take On Digital

fernando aguileta de la garza Fashion Communication ELLE Education Business
If you want to learn more about the latest fashion communication actions read this article to find out what luxury and streetwear brands are doing this season to keep up with fashion.
ELLE Education Business
TopicFashion Weeks / Fashion Communication / Luxury

Fashion communications is a vast field for innovation and the development of new experimental tools to engage audiences worldwide. A closed communication strategy is no longer in fashion, as digital channels provide a wider possibility to make international digital events, and clients can start  social media conversations around the brand’s latest collection immediately after launching. 

In a world where full pandemic recovery has not yet been achieved, the fashion industry is making hybrid attempts to do things differently, creating experiences between digitalization and physical gatherings to provide a fresh message, avoiding “business as usual” fashion communications. 

If you have a small brand or project, you can find inspiration for your fashion communication strategy in this article besides analyzing the most creative actions of this season so far. 

Dear Creative Director, I Am Going to Hack Your Brand

Forget about collaborations as the ultimate fashion strategy. This season, Gucci Creative Director Alessandro Michele, did a “hacking” creative exercise with high fashion brand Balenciaga, with the total approval of his Creative Designer Demna Gvasalia. The result was a mashup of silhouettes, logos, and iconic pieces from both fashion houses, a parade inside a video film where the main objective was the celebration of Gucci’s 100th anniversary and a tribute to his founder Guccio Gucci. The mix of heritage with provocative and a peacock outsider aesthetic has been the trademark of Michele’s conceptualization for the Florentine brand. Gucci Aria (Air) has 7.4M page views on YouTube with a “hacking lab made of incursions and metamorphoses”. For Michele, Aria meant “a deep and ecstatic diving in everything we yearningly miss today…a jubilee of breath”. For creative inspiration, beware the fashion hackers. 

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