The Celebrity Factory: New Modes of Fashion Entrepreneurship

Marta Martina; Silvia Vacirca

doi:10.6092/issn.2611-0563/7690

Authors

Marta Martina Libera università di lingue e comunicazione IULM

She holds a Ph.D. in film studies from University of Bologna (Department of Arts). She is an adjunct professor at the Faculty of Arts, Tourism and Markets at the IULM University in Milan (First Cycle Degree Course in Arts, design and media). As a journalist, she is a senior editor at the trade publishing house Nuova Libra (Bologna, Italy) where she works on forecasting fashion trends by developing digital and multimedia projects.
Silvia Vacirca Università La Sapienza di Roma

She holds a Ph.D. in film studies from University of Bologna (Department of Arts). She is an adjunct professor at the Fashion Studies MA at Sapienza University in Rome, where she teaches Clothes on Film, and at the Humanities Department at Turin University, where she teaches Forme e Linguaggi della Moda. As a journalist, she regularly writes for L’Officiel Italy, Hunter Fashion Magazine and Rivista Studio.

DOI:

https://doi.org/10.6092/issn.2611-0563/7690

Keywords:

Fashion entrepreneurship, Media celebrity, Business celebrity, Total entertainment, Brand and retail

Abstract

The aim of the paper is to analyze the contribution of celebrity culture to the re-shaping of the fashion industry, distancing from an oppositional view while embracing a systemic one, where celebrity is considered a fundamental engine of the contemporary cultural production of fashion and a global consumerist culture. The scope of our paper tries to overcome the endorsement point of view to address the relationship between celebrity and fashion as a two-way relationship which is re-wiring the fashion industry. The paper will explore the multiple manifestations of the so-called celebrity brand labels, from Kim Kardashian to Victoria Beckham.

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The Celebrity Factory: New Modes of Fashion Entrepreneurship

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