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Authors
Abstract(s)
Com a evolução do espirito do tempo, pode ser observado que a estética do movimento
Punk não se encontra tão vincada no século XXI. O movimento Punk foi uma
manifestação sociocultural de insatisfação com a sociedade da época, que teve vårias
expressĂ”es nomeadamente na MĂșsica, EstĂ©tica, Design e no Comportamento.
AtravĂ©s das ĂĄreas TendĂȘncias, Moda e Branding pretende-se compreender este
movimento e como foi impulsionado na sociedade num ponto de vista aplicado,
procuramos entender a sua vertente estĂ©tica na Ăłtica da designer Vivienne Westwood â
que teve um grande impacto na sua difusão e comercialização de vestuårio com a estética
do punk. Neste sentido Ă© pertinente realizar uma anĂĄlise Ă marca Vivienne Westwood
com base nesse conceito. A anålise foi efetuada a partir de uma triangulação de métodos
(AnĂĄlise de TendĂȘncias, AnĂĄlise Visual e AnĂĄlise de ADN) e deu origem a um projeto de
produção de moda onde foi feita uma proposta de comunicação visual para amarca.
Os dois objetivos que pautam esta investigação e cujos resultados estão expostos neste
trabalho sĂŁo: clarificar que tendĂȘncias socioculturais se relacionam com a marca
Vivienne Westwood e qual o contributo destas para a comunicação visual deste
movimento; reafirmar o Punk na marca, atravĂ©s das tendĂȘncias identificadas no
movimento Punk e na marca Vivienne Westwood.
With the evolution of the spirit of age (zeitgeist), it can be observed that an aesthetic of the Punk movement is not so strong in the 21st century. The Punk movement was a sociocultural manifestation of dissatisfaction with the society of the time, which had various expressions, namely in Music, Esthetics, Design and Behavior. Through the Trends, Fashion and Branding areas, is intended to understand this movement and how it was driven in society from an applied point of view, we seek to understand its aesthetic aspect from the perspective of the designer Vivienne Westwood - which had a great impact on its dissemination and commercialization of clothing with the punk aesthetic. In this sense, it is pertinent to carry out an analysis of the Vivienne Westwood brand based on this concept. The analysis was carried out from a triangulation of methods (Trend Analysis, Visual Analysis and DNA Analysis) and gave rise to a fashion production project where a proposal for visual communication was made for thebrand. The two objectives that guide this investigation and whose results are exposed in this work are: to clarify which sociocultural trends relate to the Vivienne Westwood brand and what their contribution to the visual communication of this movement is; to reaffirm Punk in the brand, through the trends identified in the Punk movement and in the Vivienne Westwood brand.
With the evolution of the spirit of age (zeitgeist), it can be observed that an aesthetic of the Punk movement is not so strong in the 21st century. The Punk movement was a sociocultural manifestation of dissatisfaction with the society of the time, which had various expressions, namely in Music, Esthetics, Design and Behavior. Through the Trends, Fashion and Branding areas, is intended to understand this movement and how it was driven in society from an applied point of view, we seek to understand its aesthetic aspect from the perspective of the designer Vivienne Westwood - which had a great impact on its dissemination and commercialization of clothing with the punk aesthetic. In this sense, it is pertinent to carry out an analysis of the Vivienne Westwood brand based on this concept. The analysis was carried out from a triangulation of methods (Trend Analysis, Visual Analysis and DNA Analysis) and gave rise to a fashion production project where a proposal for visual communication was made for thebrand. The two objectives that guide this investigation and whose results are exposed in this work are: to clarify which sociocultural trends relate to the Vivienne Westwood brand and what their contribution to the visual communication of this movement is; to reaffirm Punk in the brand, through the trends identified in the Punk movement and in the Vivienne Westwood brand.
Description
Keywords
Branding Moda Punk TendĂȘncias Vivienne Westwood