Fashion, speculative design and fashion films in contemporary fashion brands : a literature review

Abstract

Fashion is seen as a complex social phenomenon and in this context, there is a need to study this topic in-depth and integrate several areas of knowledge, for a more comprehensive understanding of this industry in contemporary times. An investigation that encompasses fashion, speculative design, and fashion films, particularly in contemporary fashion, allows a re-evaluation of the communication strategies of the sector, through visual narratives brought by fashion films. It also contributes to an understanding of fashion as a cultural event, in that it not only reflects it, but also influences it, as well as an aesthetic and identity, both in clothing and in the behavior of society and places. The intersection of fashion with speculative design and fashion films adds to brands an insight into alternative possibilities of future scenarios, with more impact on the industry, through more conscious strategies and focused on developing stronger emotional relationships with consumers.This paper, through a literature review of references already published makes a historical contextualization of fashion as a form of cultural and social expression over time, highlighting the evolution of Speculative Design and its influence on visual narrative in contemporary fashion, through fashion films.