This diploma thesis deals with the critical mapping of British fashion designer Vivienne Westwood with a focus on the relationship between her activist actions and branding. The goal of this thesis is to analyse discourse practice and uncover the meaning behind creating Westwood's media image. Westwood is actively involved in political, social and environmental matters. She's known for her critical stance towards the establishment, consumer society as well as economic system. She stood at the beginning of punk and helped to define its visual identity. She belongs amongst known sustainable fashion advocates which reflects her famous quote 'buy less, choose well, make it last'. On the other hand, she built a global fashion brand with annual turnover of more than 40.7 million pounds in 2017 and she herself became the subject of criticism because of this contradiction towards her own actions. Some critics pointed out that she urges the public to consume less but owns a global network of stores under her name at the same time. From a methodological point of view the thesis is based on qualitative research, specifically on critical discourse analysis whose mechanisms help to uncover power relationships and put this issue into a broader context.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:435515 |
| Date | January 2020 |
| Creators | Suntychová, Tereza |
| Contributors | Hejlová, Denisa, Klabíková Rábová, Tereza |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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