My Independent Research Project encouraged me to look at ‘Fashion as Entertainment: The Impact of Digitalisation on the Evolution of Fashion Events’ for the research part of my dissertation. The piece is a 4000 research essay to conduct academic and contextual research and underpin the realisation of my Independent Final Project. The direction and focus of this module aligns with my career aspirations and has taught me different forms of obtaining primary and secondary research: industry case studies, textual research, surveys and more. 

 

This project addresses themes of conspicuous consumption, sexist fashion portrayals and fashion’s desire for theatre in a study on fashion’s media audiences, haute couture to colloquialism, and the role of the red carpet in the fashion system. 

 

The study found performance theatre in the exhibition of clothing creates cross-platform marketing to sell novelty products such as cosmetics and fragrance to the bourgeoisie. Audiences are now overwhelmed by a saturated digital landscape and look for a distillation of fashion moments in print to prolong their lifespan as a way for consumers to buy into the brand universe. After the use of Pandora Dolls in the Royal Courts, women now play this part in dressing for media consumption on the red carpet.