A Funky-Formal Fashion Collection: Struggling for a Creative Concept in HUGO BOSS (Republished)
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A Funky-Formal Fashion Collection : Struggling for a Creative Concept in HUGO BOSS (Republished). / Vangkilde, Kasper Tang.
In: Journal of Business Anthropology, Vol. 10, No. 1, 2021, p. 48-64.Research output: Contribution to journal › Journal article › Research › peer-review
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TY - JOUR
T1 - A Funky-Formal Fashion Collection
T2 - Struggling for a Creative Concept in HUGO BOSS (Republished)
AU - Vangkilde, Kasper Tang
N1 - Published the first time in 2011.
PY - 2021
Y1 - 2021
N2 - In this case study, we follow a group of five young talented fashion designers in HUGO BOSS charged with creating a new concept for the brand BOSS Orange. The concept is to be neither formal nor funky but, precisely, funky-formal. Based on ethnographic fieldwork among these designers, the case describes in detail how the initial idea of a funky-formal fashion collection gradually grows into a more concrete creative concept for such a collection. In particular, it shows how the designers struggle to get to know the HUGO BOSS brands, to become truly inspired, to generate a compelling concept and, finally, to make a decision between competing concepts. These processes involve not just the talented designers but also, and not least, the Creative Director of BOSS Orange, making it evident how creativity in fashion is by no means an individual idiosyncrasy but rather a social phenomenon.
AB - In this case study, we follow a group of five young talented fashion designers in HUGO BOSS charged with creating a new concept for the brand BOSS Orange. The concept is to be neither formal nor funky but, precisely, funky-formal. Based on ethnographic fieldwork among these designers, the case describes in detail how the initial idea of a funky-formal fashion collection gradually grows into a more concrete creative concept for such a collection. In particular, it shows how the designers struggle to get to know the HUGO BOSS brands, to become truly inspired, to generate a compelling concept and, finally, to make a decision between competing concepts. These processes involve not just the talented designers but also, and not least, the Creative Director of BOSS Orange, making it evident how creativity in fashion is by no means an individual idiosyncrasy but rather a social phenomenon.
KW - Faculty of Social Sciences
KW - Brand
KW - Creative processes
KW - Evaluative practices
KW - Fashion designers
KW - HUGO BOSS
U2 - 10.22439/jba.v10i1.6325
DO - 10.22439/jba.v10i1.6325
M3 - Journal article
VL - 10
SP - 48
EP - 64
JO - Journal of Business Anthropology
JF - Journal of Business Anthropology
SN - 2245-4217
IS - 1
ER -
ID: 275325149