Fashion fims: queer inclusivity among fashion media and corporate practices (2010-2020)

Abstract

The study of the “fashion film” as a mobilizing agent of fashion value during the last decade has not yet been explored in depth by the Academy. This article is presented as a retrospective investigation that includes a follow-up study of the value of "inclusivity" in representative and participatory terms. The object of study is approached methodologically from a double path of comparative analysis; a qualitative approach to Corporate Social Responsibility (CSR); and on the other hand, a quantitative approach to measurement by accumulation of variable data. An initial sample of 210 context indicators made up of different fashion digital sources between the years 2010 and 2020 was collected. Thus, the results more specifically describe the variables analyzed through graphic representations and suggest that the progressive incorporation of the format into communication strategies and online content correspond to the emergence of non-normative identity negotiation processes through clothing. Subsequently, the popularization of ethical issues of diversity in the industry in favor of the creation of corporate content is discussed. And finally, the conclusions section places the audiovisual fashion practice studied at the intersection between the dependence on digital interaction, the link to brand management values ​​and the permanent influence of celebrities.