This master's thesis is based on the creation of original pieces - clothing, accessories, and styling materials, which are conceptualised through creative stylings and presented in the form of a fashion editorial entitled Will you be my limerent object. The initial reference point is Prekmurje folklore in relation to contemporary trends and aesthetics, which than draws parallels with the 1990s.
The theoretical part introduces Prekmurje folklore, in more detail, it presents the custom of »borovo gostüvanje«, the hand-crafting techniques of weaving straw products and the making of flowers from crepe paper. The research continues with examples of global fashion brands that address folklore and incorporate it into their collections using traditional handcrafting techniques with the help of local artisans. Contemporary partnerships in relation to social media are also presented. The theoretical part concludes with a presentation of the 1990s-fashion editorial including the then popular heroin chic aesthetic and draws a link to contemporary aesthetics and trends in the fashion industry.
In the practical part, the exploration of folklore in the Prekmurje region is presented through video animation as the foundation for further inspiration. This is followed by a depiction of how clothing, fashion accessories and styling materials were developed, a presentation of the targeted audience and a selection of fabrics and colours. To showcase the original products, the concluding phase presents the creative conception and atmosphere of a fashion editorial based on the mental state of limerence and the aesthetics of the 1990s. The final result of the master’s thesis is a fashion story that critically examines contemporary society through the lens of past traditions.
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