LIVING AT A GLANCE ... MI has fallen on the entry of the brand in the world of children's clothing and took adv investigate to what degree of depth has been undermined in it, or if the brand of clothing, as well to be entered in the closet of the child, is imbued in his imagination.
My project came from the observation of a new event: the arrival of the brand clothing, only the first adult in the world of childhood.
My attention was caught not so much by the brands designed for children, which we define "traditional" Prenatal, Chicco, Gusella but by so-called "top brand", Armani, Dolce & Gabbana, Liu-Jo, Guess, etc.. have recently discovered that the "baby" a new target which devote entire collections. Secondly even the luxury brands like Gucci, Chanel, Dior, have begun to create individual animals for the children.
The first, traditional, have nearly a century of history. Were born as clothing designed especially for the baby or the baby. Yes These are leaders who have shaped sull'infante, have complied with the specific needs of those creating clothes that respond to the needs of convenience and freedom of movement. They wanted to associate themselves with an imaginary near the small binding in moments of leisure, newspapers, family: play, rest and entertainment.
brands today are increasingly populating the wardrobe of children are those born to adult clothing, those born to the fashion for big, in recent years have also dealt with the creation of lines Junior. Armani, Richmond, Dolce & Gabbana have made his debut on children's needs and not from the latter but extending the values \u200b\u200bof your name to the world of childhood. The quarterly "Junior Fashion" a fashion designer announced yet another baby who crosses the border. "Gaultier signs the baby. Distributed to the best showroom in Milan, Paris and New York, Autumn 2009, includes one hundred and twenty heads and dedicated accessories to girls and boys aged 2 to 14 years, completely in line with the style of the house "2. So
brands of fashion, created as objects for adults, children have crept in and they did their weaving images, with careful marketing strategies, those that populate the fictional child.
The project builds on the analysis of this baby coming. The first chapters are aimed
to discover the causes, through the analysis of scientific literature that has been the starting point, essential to properly situate the issue, which led the brand to infiltrate the adult child in the closet.
In the path of exploration of the main engines that have begun the new entrance will lay the groundwork for investigating, in the second part, the degree of depth in which the fashion brand has been undermined in the world of children.
The first part examines the causes driving the fusion of two worlds almost a time set apart from each other that brings them to the sharing of an imaginary object in common: the brand of clothing. In the first part
were considered the main theories and publications concerning the possible engines of a rapprochement between children and adults, such as to bring the "objects of great" to be part of the "kit child." This movement can be considered twice, forward and back-to fully understand it is necessary to proceed from both ends. On the one hand you have the adult world that appropinqua child in the world, second to the nearest infant to adult.
motor cause of the double approach are:
I. The first engine
transition from a primarily written communication to a primarily visual.
II. Second motor
The disappearance childhood behind the new image of child-adult and the subsequent construction in the child, of reality and of himself, from an imaginary media
These are the two main causes of juxtaposition of imagery. Since the objects in the postmodern society and identities are constructed by drawing imaginary adult conveyed by the media, since the child gives shape to his imagination by taking pictures and symbols from world media, we are witnessing a convergence of the mode of representation reality of children and adults. This involves changes in terms of child socialization, to a confusion between reality and fantasy, beyond borders models and values \u200b\u200bof adults / media in the ball game, and beyond space and time in the game.
III. Third engine
determinant 's approach to children and adults, especially in terms of perception of self and others, is the spread of appearance and image values \u200b\u200bin most broadcast media. These are the dominant values \u200b\u200bin today's society the media, or society of which stick to both worlds.
IV. Last quarter
engine due to combination of imaginary worlds and the fact that set off the subject of my investigation, the large meshed and powered by small, it is consumerism that drives the company. This goes wisely everywhere, from the cradle, then in the game, in the Barbie in the schedules, and now in designer clothes from the new "baby-consumers".
The second part of the thesis builds on the analysis of the meaning of brand apparel and take in contemporary society.
first analyzed the evolution of the concept of brand postmodern thing today is for the consumer, and how it communicates. In particular focus my attention on the elements that allow one to approach the contemporary world of childhood. The first step is the dematerialization of the postmodern brand, its symbolic value, especially the symbolic intensive goods such as clothing, and the report it interweaves with the imagery, how it will be built by taking from the collective symbols, feeding.
Then proceed in deepening the communicative function of the dress has changed over the centuries as to the changing society and the values \u200b\u200bthat are moving into it. Until reaching the brand as more immediate and powerful tool in the dress is appropriate to communicate the image of individuals of the decor.
The last point is the sudden infant dress. Moving from theory developed by Stone that those in the 50s were reported as functions of baby apparel in various stages of life, goes on to what we now take for small preadultizzati.
The last concept is thus the children's clothing: the first brand that dress.
Through analysis of the new report, driven by different agencies of socialization of consumption, has been established between the child and the arrival fashion to analyze and document what is now also tied children to the adult fashion brand.
On completion of the theoretical analysis of the phenomenon itself of spreading brand size adults in the child my investigation ends with the verification in the field of knowledge that the child has the brands, what brand is the clothing for him, the positions and decisions that he is able to assume with regard to it and use who can and can do.
My investigation is carried out through interviews with children aged 7 to 11 years for which the wonder in the first recall of their popular brands of clothing (such as wear, which would have, etc.) and then ask the children to dress up the characters of some fairy tales and cartoons that I submit them. This allows me to understand if and how the clothing brand has been undermined in the imaginary child, if a level of abstract signification of prestige that subject may give or is present with images and meanings.
Using images from fairy tales and cartoons as a tool of investigation for two reasons. The first because they are family members child's world and thus easy to approach. The second reason is because through the ability to combine or not to brand images in the imagination can verify existing internalization by the child. Or if you like the fairy tale characters and names are the Winx and symbols found in the imagination of children with a well-marked traits and characteristics that delineate a form. Checking through the interviews
so if social and cultural changes that have involved both adult world that have brought the world of children's clothing brand to be recognized, whether it is influencing their perceptions of self and others and, finally, has become a symbol related to the imaginary values, meanings, emotions, feelings that the child is able to recognize and use to convey a certain image of themselves.
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