The project Attitude explores how to build silhouettes with sports gear. By taking elements from hip-hop fashion from the 90`s I will interpret a streetwear collection that is high fashion. The sports gear I have chosen is old material from sports shops, hockey associations and second-hand. Presenting the potential of pre-used gear shows an alternative way of creating a new value for the category streetwear fashion. The supply of gear that I have gathered is limiting and directing my decisions. By building the silhouettes with draping as the design method it will form the final outcome. The combination of sports gear and fashion has previously been explored. The collections have shown the functionality of the gear by applying its original placement; In contrast, The project Attitude will show alternative perspectives on how one can use the gear and push sports fashion and its expression.

The central theme of the diploma thesis is fashion photography on the cover pages of Vogue magazine international editions. In the empirical section, the author uses a combination of quantitative content analysis and qualitative semiotic analysis based on the concept of the French semiotics Roland Barthes. The quantitative section of the analysis works with a sample of 87 photographs, from which 8 images are later selected for the semiotic part. At the denotative level, the analysis looks for common and different signs of individual editions. At the level of the connoted image, the author tries to decode the contained signs and their meanings. The semiotic analysis traces linguistic messages, the narrative, the paradigmatic and syntagmatic arrangement of photography, or the presence of national identity. Part of the work is also a theoretical section dedicated to fashion magazines and changes in the aesthetics of fashion photography. This part contains an excursion into the history and present of fashion photography and presents prominent personalities in the field. In the theoretical part, the author defines the terms that form the ground for empirical research. At the end of the work, the results of the analysis and their interpretation are presented.

This thesis examines the relationship between art and fashion in order to first, justify fashion as an art form, and second, demonstrate the applicability of critical theory to the study of fashion through an examination of Alexander McQueen's Spring/Summer 2006 menswear collection, titled “Killa,” presented in Milan, Italy, in 2005. “Killa,” loosely based on William Golding's 1954 novel Lord of the Flies and its 1963 film adaptation, opens with crisp, white, tailored suits worn by neatly groomed models. Steadily throughout the collection, these tailored suits are exchanged for wide-legged, cropped shorts, and tanks in browns and beiges. By the end, models appear on the runway with painted faces, wild hair, and highly patterned, dark-colored body suits and billowing capes. While “Killa” appears to demonstrate the narrative regression from civilized to savage demonstrated in Golding's novel, this thesis argues that McQueen's collection actually strives to promote a more positive ennobling of the Other. A careful study of his life and career suggests that McQueen perceived himself as the Other within the community in which he worked and lived. Frustrated by frequent misinterpretations of his work and false accusations of his character, “Killa” becomes McQueen's ultimate confrontation with Otherness. Positioning the Other at the climax of an elite fashion show, represented by Mesoamerican designs depicted through the highest quality tailoring, McQueen's Other is respected and revered, rather than looked down upon. In this way, McQueen challenges the perception of his own character within the fashion community. Ultimately this thesis seeks to demonstrate the necessity of the application of critical theory to objects of fashion. As demonstrated through the case study of McQueen's 2006 menswear collection, this academic consideration has the potential to reveal important overlooked meanings within the art of fashion. This suggests that McQueen's work, as well as the work of other contemporary fashion designers, merits more thoughtful and careful interpretation in the study of postmodern art history.

There is little research covering the Swedish fashion renting market (SFRM), regarding which companies operate on the market, what they communicate or how the market is connected to the environmental perspective. The purpose of this study is to outline the SFRM, as well as to analyse brand communication through Instagram and how the media present the SFRM. The study is based on a mixed method, consisting of company information, Instagram posts and articles from Swedish sources. Furthermore, the methods used to analyse the data are Qualitative Content Analysis and Critical Discourse Analysis. Our results show that SFRM consists of five companies, mostly small enterprises located in the Stockholm area. The companies main messages on Instagram is overall community building and inspiration. We found three themes that create the identity within SFRM, namely sustainability, consumption and entrepreneurship. A combined result from the analysis of articles, Instagram and business information shows that there is a big difference in how the companies front themselves. Most companies on SFRM are trend-driven, as they more or less distribute the same clothes that can be found in stores, as they are trend-driven and follow the trends on what the customer wants. The division between trend-driven and not trend-driven companies could be the answer to why the sustainability perspective in SFRM is not so well addressed by all companies, as their goal is similar to the traditional fashion market: to provide consumers with fashion.

Fashion brands have always been avant-garde in embracing new technologies and new formats of retail business models. The rapid development in 3D digital technologies, including 3D scanning, 3D modelling and 3D web rendering, have brought many new opportunities to the fashion industry, especially in shaping the future fashion e-commerce. The traditional 2D user interface and 2D media content have limited ability of displaying every detail of a product in full 360 degree, and the color accuracy of products in pictures is also a common problem. This thesis focuses on how to use 3D technologies to enhance the brand identity and  to reduce return rate, by designing and implementing a web 3D user interface for fashion e-commerce. An interactive 3D product user interface were designed and used for test. The results presented the pros and cons of the designed 3D user interface, and evaluated to what extent can this approach help to solve the brand identity problem and the high return rate issue for fashion e-commerce. It turns out that indeed the 3D user interface is rich in detail storytelling and the product accuracy can be improved by using the Physically Based Rendering technology and dynamic virtual lighting environments. However, the results also indicate that there are still lots of technical constraints for developing the virtual showrooms and the 3D user interface. / Fashion varumärken har alltid varit avantgarde i att omfamna ny teknik och nya format av detaljhandel affärsmodeller. Den snabba utvecklingen inom 3D-digitalteknik, inklusive 3D-skanning, 3D-modellering och 3D-webbearbetning, har medfört många nya möjligheter till modebranschen, särskilt när det gäller att forma framtida fashion e-handel. Det traditionella 2D-användargränssnittet och 2D-medieinnehållet har begränsad förmåga att visa alla detaljer i en produkt i full 360 grader, och färgnoggrannheten hos produkter i bilder är också ett vanligt problem. Denna avhandling fokuserar på hur man använder 3D-teknik för att förbättra varumärkets identitet och minska avkastningsgraden genom att utforma och implementera ett webb 3D-användargränssnitt för mode-e-handel. Ett interaktivt 3D-produkt användargränssnitt designades och användes för test. Resultaten presenterade fördelar och nackdelar med det utformade 3D-användargränssnittet och utvärderades i vilken utsträckning kan detta tillvägagångssätt hjälpa till att lösa varumärkesidentitetsproblemet och problemet med hög avkastning för fashion e-handel. Det visar sig att 3D-användargränssnittet är rikt på detaljerad berättande och produktnoggrannheten kan förbättras med hjälp av fysisk baserad renderingsteknik och dynamiska virtuella ljusmiljöer. Resultaten visar emellertid också att det fortfarande finns många tekniska begränsningar för att utveckla virtuella showroom och 3D-användargränssnittet.

The following thesis aim is to examine and acknowledge a subject and material that has been overlooked in museological research. More specifically, the visual and material embodiment of fashion. This study has thus examined three Swedish fashion exhibitions, namely Augusta Lundin: Sveriges första modehus, Nordens Paris: om NK:s Franska damskrädderi 1902–1966 as well as Modest Fashion, and their portrayal and depiction of fashion. The study was conducted based on observations and interviews, and placed in relation to gender perspective as well as stereotyping, with a focus regarding the narrative of women. An important finding in the examination of these exhibitions, has been their depiction of women as active and with participation in the public sphere. The exhibitions also emphasize the symbolic value of fashion and how apparel is and has been used by women as a social practice. The analyse has shown the multidimensional meaning of fashion and its cultural value, not least in portraying women of the past, present, and future. Museums can thus be considered as important platforms, where the embodiment of fashion can be contextualized and where its cultural value can be recognized. This is a two-year’s master thesis in Museum and Cultural Heritage Studies.

Fashion, as a means of self-expression and communication, has always been an important aspect of human culture. In recent years, more and more fashion brandshave launched collaborative fashion accessories and clothing in games, and players have an increasing choice of fashion in games. This study chose to focus its work on both the importance of the clothing system and the fashion elements in the game to investigate the impact of fashion in animal crossing on players with different fashion sensitivities. This study uses a mixed method approach, combining questionnaires, in depth interviews and second interviews to collect comprehensive data from a diverse group of Animal Crossing players. By investigating the motivations, preferences and decision-making processes related to fashion choices, the impact of game fashion on players' gaming experience is examined. The findings suggest that game fashion in animal crossing produces positive effects on compensating for players' real-life fashion deficits, providing mental satisfaction, and becoming more interested in in-gamefashion versus negative effects of disappointment and resistance due to the inability of the game's clothing system to meet strong fashion expectations. This study aims to provide a reference for the optimization of the user experience of fashion on players and the game fashion system in social simulation games and other categories of games.

The problem of this study is to review and compare the curricula of selected American, proprietary, fashion merchandising colleges and to examine what kinds of similarities and differences exist among their curricula. Using the schools' respective catalogues, the combined curricula was categorized into sixteen tables representing the different types of courses offered, with the study colleges listed in opposition to the courses; the courses were then checked off in opposition to the schools offering them. To demonstrate the similarities and differences in curricula, a short summary accompanies each table to point out trends, and a final chapter summarizes the findings. The conclusion discusses the remarkable similarity in the courses offered by the schools and recommends further parallel studies comparing other postsecondary schools' curricula.

Sustainability has gained prominence from past couple of decades, the fashion industry is most polluting industries in the global. This research is to explain the importance of sustainability integration in the fashion industry. The research methodology applied is first, it provides literature review examining books and articles pertaining to environmental and social responsibility in fashion industry from past decade. Secondly, the case study on H&M Group and interviewing end consumers of fashion. The results to demonstrate the importance of sustainability in the fashion industry and how fashion retailers play a key role and responsibility for enabling sustainability in the whole supply chain.

Detta examensarbete är baserat på en designprocess som går ut på att influera kvinnliga klädkonsumenter i åldrarna 17-25 att göra mer hållbara val. Fast fashion är ett välkänt globalt problem i dagens samhälle och även om människor är medvetna om problemet, fortsätter vi att mätta marknaden. Varje individ har makten över sin egna garderob, däremot saknas det vägledning i hur man ska göra den mer hållbar. Genom att göra en designprocess som var inriktad på att jobba nära målgruppen har problemet undersökts. Arbetet utvecklades till ett koncept av en mobilapp som riktar sig till unga kvinnliga konsumenter och som genom nudging leder dem i en grönare och mer hållbar riktning, genom att de ser sitt köpbeteende och även får slow fashion tips.