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Irony and Post‑Irony as a Communicative Strategy of Fashion Brands: Virality, Micro‑Trends and User Engagement Design
Дата публикации: 29-09-2026 21:00:00
The article explores irony and post-irony as powerful tools in contemporary fashion, not just as expressions but also as methods for fashion brands to connect with their audience in the digital age. The authors delve into specific communication strategies, including visual puns, memes, intentional absurdity, self-irony, and manipulating consumer expectations. Through these techniques, brands market their collections, shape moral content, and spark discussions about fashion. Using examples from Balenciaga, Vetements, Gucci, and other brands, the article examines how ironic and post-ironic approaches influence a brand's message. It reveals that in the digital era, fashion images transcend mere visual styles; they become opportunities for dialogue, replication, reinterpretation, and broader dissemination. Digital platforms play a crucial role in fostering microtrends and altering the relationship between brands and consumers. The conclusion is clear: modern fashion communication prioritizes audience engagement. The worth of a fashion look lies not only in its physical form or aesthetics but also in its capacity to function as a recognizable media narrative, circulate online, and inspire new user responses.
Основное содержимое страницы с новостью.
- Tatyana E. Fadeeva HSE University https://orcid.org/0000-0002-6754-4235
- Mikhail A. Fedorov Melon fashion group
Keywords: fashion communication, irony, post‑irony, virality, microtrends, digital fashion, social media, user engagement, memetic culture
Abstract
The article explores irony and post-irony as powerful tools in contemporary fashion, not just as expressions but also as methods for fashion brands to connect with their audience in the digital age. The authors delve into specific communication strategies, including visual puns, memes, intentional absurdity, self-irony, and manipulating consumer expectations. Through these techniques, brands market their collections, shape moral content, and spark discussions about fashion. Using examples from Balenciaga, Vetements, Gucci, and other brands, the article examines how ironic and post-ironic approaches influence a brand's message. It reveals that in the digital era, fashion images transcend mere visual styles; they become opportunities for dialogue, replication, reinterpretation, and broader dissemination. Digital platforms play a crucial role in fostering microtrends and altering the relationship between brands and consumers. The conclusion is clear: modern fashion communication prioritizes audience engagement. The worth of a fashion look lies not only in its physical form or aesthetics but also in its capacity to function as a recognizable media narrative, circulate online, and inspire new user responses.
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Author Biographies
Tatyana E. Fadeeva, HSE University
Doctor of Art History, Associate Professor
Mikhail A. Fedorov, Melon fashion group
Leading Designer of the Brand ZARINA MAN, Melon Fashion Group
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Published
2026-09-30
How to Cite
FadeevaT. E., & FedorovM. A. (2026). Irony and Post‑Irony as a Communicative Strategy of Fashion Brands: Virality, Micro‑Trends and User Engagement Design. Communications. Media. Design, 11(3), 5-23. https://doi.org/10.17323/cmd.2026.42893
Issue
Section
Scientific Articles
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