Fashion = Advertisement

Anyone adept in the craft of storytelling in whatever medium, knows you need time to set up a good story. Characters have to be introduced, the plot gradually unfolds, and little by little the scene is set. This is why the very first episode of a television series is rarely the best, as an audience need to digest some basic information about characters and context in the first stage of the plot. In screenwriting terms, the revelation of background information about characters is referred to as ‘exposition’.

When it comes to traditional fashion formats, there is little time and space for such expositions. Fashion rather work with seconds than minutes. It is are driven by first and immediate impression rather than long-format storytelling. And increasingly, fashion is designed to deliver hard and fast impact, as people become experts at avoiding, ignoring and filtering out advertising messages.

kapiti-designer-ice-cream-campaign

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Have a sunny day***

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