How fashion brands can use concepts from Postmodernism theory to plan, create, produce, and post images on their social media channels

Abstract

The postmodern theory is well suited to understanding the complexity of this contemporary, hyper-connected society. It considers that the world is in perpetual incompleteness and permanent transformation. Postmodernists promote pluralism that there are many ways of thinking and various truths to a fact, and that reality is fragmented and chaotic. They posit that the present is the only time to be analyzed and studied and that instead of looking for universal truths that can be valid to anyone, people should center their attention on the ephemerality and diversity of the moment. [7][8][9][10] This chapter aims to present and discuss how fashion brands use some of the postmodernism ideas to communicate and interact with their customers on social media. This chapter is organized as follows: first, a theoretical background is presented, discussing the main ideas and concepts in Postmodernism, including the arguments of the most relevant authors in Postmodernism theory, followed by a case study section where the main concepts used by two fashion brands are presented to foster their communication channels in social media, by discussing how these images are connected with four ideas from Postmodernism theory. This discussion is relevant to professionals from the Marketing and Fashion industry. It helps them understand how these theories can help them plan, create, produce, and publish images consistent with the values and image they want to connect to their brand in the market.