Deconstruction 3.0: A study of a guerrilla attack from within the postmodern fashion system by the post-Soviet collective of Vetements
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE credits
Student thesis
Abstract [en]
The aim of this thesis “Deconstruction 3.0” is to show how the third wave of deconstruction in fashion is deconstructing the second [postmodern] French luxury fashion system. The deconstructionists of the post-Soviet collective – Demna and Guram Gvasalia, Gosha Rubchinskiy, and Lotta Volkova – question and deconstruct the established apparatus of the postmodern fashion system and its business model. With their business strategies and with help of demand by post-postmodern consumer culture proposed and predicted by Douglas B. Holt (2002), the post-Soviet collective constructs new business models and thus we are entering a post-postmodern fashion system.
I have used a twofold methodology from the disciplines of business administration and humanities. In the literature review, I have aimed to close gaps between different scholars and made a concluding section of the postmodern fashion system and its business model, a synthesis that lies in parallel with Peter Drucker’s (1957) thoughts on postmodern organisational theory. Through the empirics and analysis with help of Jacques Derrida’s (1972) concept of deconstruction, I propose, in the end, a dialectic model between the established postmodern apparatus and the new and diametrically opposed post-postmodern apparatus operated by the post-Soviet collective.
Place, publisher, year, edition, pages
2017. , p. 56
Keywords [en]
Deconstruction, Fashion system, Fashion business model, Luxury, Brand image, Brand heritage, Griffe, Post-Soviet, Slow fashion, Vetements, Gvasalia, Volkova
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-146801OAI: oai:DiVA.org:su-146801DiVA, id: diva2:1140021
2017-10-052017-09-112017-10-05Bibliographically approved