Hej då för nu

Hey everyone!

This is my last internship blog post although I will still be interning until the end of June. My internship, so far, has been all a preparation for A/W 18 and S/S 19; from products to website update to marketing to pop-up events. It has been a constant learning experience every day so far in terms of planning and organizing, but I am really looking forward to June when we go into the implementation of the plans for S/S 19 in terms of the product shoot and the marketing tool that will be developed subsequently. Moreover, I will also be able to see how the company seeks to communicate the value of sustainability and the overall collection theme in its product and images; which is what my report is all about.

Based on the preliminary findings so far, I have found that at the core of communicating sustainability in S/S 18 collection has been largely focused on the fabric and its functionality. The overall collection was largely driven by hemp, lyocell, and viscose to provide a lightweight and cool option for summer. As a result, this idea can be largely seen in their product images for the collection.

This largely drove the tone of the product image as well as the gesture and posture of the models; to communicate the idea of lightweight and breathable. The gestures of the model, the tone of the images and clean aesthetics of the presentation here serves as semiotic symbols the company consciously used.


More on this will be in the report and the presentation; however, I hope you all got the insight into how signs are being used in the marketing and although consumers might not take it as companies intend them to; there is still a conscious effort on companies part to impart their values and ideologies through the product images.

I hope you guys have had a good time reading my blog.

Until next time,
AJ