The use of Text in Fashion Design

Abstract

The main objective of this work is to determine the use of the slogan in current fashion design. We focus on the company that sells the most in Spain, this being Inditex. Specifically, the texts that appear printed on the garments of Zara, Stradivarius, Bershka and Pull&Bear, from the spring summer 2023 season, will be analyzed. This work observes fashion design as a tool for communicating values ​​to society. There are studies that analyze the slogan as a purely advertising element, however, there is a lack of research on its presence in garments consumed massively through the fast fashion market.