La comunicazione di moda

The article focuses on the way fashion brands promote themselves and on the relevance of fashion advertising in contemporary culture. From the beginning of prêt-à-porter in the late seventies, fashion brands advertisements have contributed to a renewed sense of the importance of beauty in everyday life. The article stresses this positive effect, but also considers some negative influences of the fashion imagery: for example, the female body is too often represented as objectified, and promoting an unrealistically thin ideal of body is still too common, with serious implications for women's self-esteem.