The main objective of the study is to explore how cloth, the body and movement are able to communicate possible symbolic meaning in Loïe Fuller’s Serpentine Dance film and Moderat’s Rusty Nails music video. The study further attempts to establish the characteristics of fashion film to include cloth, the body and movement and provide a methodology that locates fashion film as a sign system using a visual semiotic analysis framework. The films were then compared and contrasted to determine similarities and differences in their use of cloth, the body and movement. The findings from the film analysis suggest that cloth, the body and movement communicate symbolic meaning in the films based on their associated meanings that are generated both inside and outside the film context. By focussing on cloth, the body and movement as primary communicators (rather than secondary or supporting communicators) in film, new meanings can be interpreted from their interrelationship. The results inform new ways for fashion designers and fashion filmmakers to engage with cloth, the body and movement in fashion film.

This diploma thesis concerns the use of fashion blogs as a mean of promotion for companies in fashion industry. With cooperation with GANT Czech republic, s.r.o. I will give an overview how a practical cooperation of a company and fashion bloggers might look like. Based on which criteria company chooses a blogger to interact with, how the work is done and what are the posibilities for the future. Thesis consists of two parts. First one is theoretical and touches topics as brands, fashion industry and new phenomenon of blogs in this indrustry that companies started to use heavily as a promotional tool for brand awareness. Second part is practical giving the characterisctics of a blogger and a reader or follower of a blog a exact steps how to cooperate with a blogger.

Background: Recently, the fashion industry has demonstrated a strong interest in sustainability and environmental issues. The sustainable fashion industry has enormous potential, and practical products are attracting Generation Z's environmentally conscious buyers. In the meantime, Gen Z customers have intrigued researchers' interest due to their enormous utilization potential.  Purpose: The purpose of this study was to ascertain Gen Z consumers' attitudes toward sustainable fashion consumption and marketing activities in the global market.  Method: This study employed deductive qualitative research. The researchers conducted semi-structured interviews with 12 Gen Z consumers who represented a range of cultural backgrounds. The qualitative data are analyzed using reflexive thematic analysis.  Conclusion: The findings indicate that Gen Z consumers prefer products designed by brands with a distinct brand identity and distinctive highlights that are both practical and sustainable. For sustainable fashion brands to reach Gen Z consumers, branded digital marketing and branded content advertising are pivotal.

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