Abstract
In contemporary luxury fashion shows, various artistic experiments are implemented to express a brand's identity and philosophy. Therefore, as a cultural phenomenon, the study of fashion show spaces requires an understanding of their aesthetic context. The purpose of this study is to examine the characteristics and significance of hybridity in luxury brands’ fashion show. After clarifying the concept of hybridity as a prominent feature of postmodern culture where boundaries are blurred and outlining developments in transportation and ICT, we identify three hybrid characteristics of 21st-century fashion shows: hybridity of time and space, of cultures and arts, and of nature, human and machine (media). Accordingly, we analyze how Chanel and Gucci’s recent shows experiment with and converge artistic, cultural codes and media effects, strengthening brand image: Chanel as representing modern elegance and sophistication, and Gucci as aligned with subculture. This study thus reveals how hybridity has become an important artistic strategy for luxury brands in order to provide an unfamiliar experience to the audience, while reflecting contemporary social issues and expressing brand values and identity.
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