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Books > Arts & Architecture > Industrial / commercial art & design > Illustration & commercial art > Poster art
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En Vogue: Poster Collection 32 (English, German, Paperback)
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En Vogue: Poster Collection 32 (English, German, Paperback)
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Advertising creates dream worlds, yet always simultaneously bears
witness to its era. Both these tendencies are exemplified in
fashion posters. Moving beyond the latest modish trends and beauty
ideals, fashion posters reflect moral codes and social conditions.
In particular, they pander to the longing to escape routine
everyday life, for these posters suggest that it is possible to
attain a completely new identity simply by opting for a different
garment or style. Androgynous models and less normative images of
men and women in the advertising industry mark the dawn of a new
era that entails constantly balancing aspirations to individuality
against a sense of collective belonging. Fashion posters from past
and present are lifestyle propositions; they tell stories, seduce
and shock. Playing with convention and provocation, bodies are
sometimes lavishly veiled and disguised, sometimes sensually
staged. At times consumers are only indirectly encouraged to shop.
A button or a coat collar as a pars pro toto illustrate product
quality in historical posters. A new, somewhat controversial
approach to fashion advertising emerges in Benetton campaigns from
the early 1990s. Overtly erotic ostentation contrasts with poetic
allusions that are for example the hallmark of highly aesthetic
Japanese fashion posters. En Vogue brings together fashion
advertising spanning roughly a hundred years and deploying myriad
different PR strategies, in each case reflecting the cultures and
periods in which it was created.
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