Master's thesis introduces a critical reflection on current representations of post-soviet aeshetic in modern fashion and questions its modern anti-fashion role it inhabits in the global fashion market. The thesis therefore argues how biographies of clothes are constantly imagined and reproduced through the fashion system. The focus is put on fashion label Vetements, which fashion designers all have Eastern Europe origins. Using the method of critical discourse analysis, the author posits anti-fashion of Vetements as a product of orientalisation, through which the aesthetic and materiality of clothes are mythologized using imagery and myths of Eastern Europe after the fall of Berlin Wall. As the author argues, in modern society branding is key marketing tool through which biographies of clothes are imagined. The analysis is therefore focused on 3 key collaborations: Vetements x Levi's, Vetements x Tommy Hilfiger and Vetements x Eastpak. The author thus argues how these collaborations are based in reproducing the binary discoursive value system, through which the clothes of Vetements are orientalised as transgressive (Eastern), while the chosen brands are represented as dominant, everyday and global brands, which define the modern (West) way of life. In this way the thesis concludes how the use and representations of post-soviet aesthetic are results of post-colonial discoursive practices.
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