Conceptualizing fashion styling
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CitationPöllänen, Sinikka. Parkko, Minna. Kaipainen, Minna. (2019). Conceptualizing fashion styling. Fashion, style & popular culture, 6 (3) , 369-387. 10.1386/fspc.6.3.369_1.
The main goal of this study was to conceptualize the practices and processes of fashion styling and to clarify the meanings of key concepts to enhance understanding of diverse functions in different areas of fashion styling. The qualitative study was based on thematic interviews with fifteen styling experts (eleven females and four males). The data were first analysed inductively and subsequently using theory-based content analysis. The analysis revealed five key functions of fashion styling: (1) implementing human needs and increasing well-being through personal styling; (2) expressing personal ideas through artistic styling; (3) influencing clients’ conceptions of ideal beauty through fashion styling and promotional styling; (4) enhancing the commercial viability of fashion products through commercial styling; and (5) self-fashioning as self-representation in fashion blogging and online marketing of styling services. The final analysis revealed four concepts of fashion styling with diverse meanings in relation to art, design, craft and technology: aesthetic-humanistic, aesthetic-expressive, aesthetic-impressive and aesthetic-exemplary.