Glamourtunist

Sightful Sensation: Style and Visual Culture (‘Fashion Conscious’ Column)

March 28, 2016
(ABOVE photo credit: from eco friend, a brain model made out of recycled denim).

by Dominique M. Davis

Ever wonder what causes your heart to skip a beat as you fight a damn near orgasmic reaction to the flyest pair of pumps, no wait, caged sandals, and the bag… the bag to die for paired with the perfect skirt and a lipstick that screams wear me NOW? The power of visuals is a powerful draw, presenting images that appeal to our senses and ultimately our desires. Marketing and advertising has a lot of influence in consumer purchasing behavior, but why and how? My interest in visual art and fashion as a visual art led me to do a little information gathering on visual art and how it influences or affects the brain and consumer purchasing behavior.

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In my search, I went through some articles on neuroscience and neurobiology that provided insight supporting how visual art has real affects on the brain in both perception and cognition. How does this apply to fashion, beauty and the arts? As we perceive images we assign meaning or interpret data to discern and make informed judgments and/or decisions. Culture and society has a huge influence on norms and customs which can affect consumer tastes preferences and purchasing behavior. Integrate marketing and advertising to appeal to emotional states of mind and the power of visuals can become that much greater in influencing culture.

Fashion and beauty (whatever that may mean to you) has the power to empower and transcend norms and traditional customs by incorporating messages from all walks of life and cultures. In an editorial for Ebony.com   entitled “Who Gets to Make a Social Fashion Statement?” Eric Darnell Pritchard cautions us to be more mindful of the inequality evident in   what politicized fashion statements are readily accepted and celebrated, and which are targeted for dismissal or punishment particularly when they visually disrupt norms.

Fashion is a visual art form that can be a creative outlet of expression in a culture bogged down in norms and customs. The images that we see can trigger a multitude of emotions and sometimes call to action. I think about Karl Lagerfeld’s latest haute couture collection for Chanel during Paris Fashion Week 2016 which focused on eco-conscious couture. This high fashion couture collection focused on environmentally conscious fabrics keeping the integrity of couture and incorporating socially conscious and environmentally friendly messages.

The power of visual art has a huge influential factor on society and culture, fashion as a visual art has the ability to evoke thought, appeal to emotional content, and allow for creative expression while still serving a functional purpose of clothing the body. That’s a lot for one brain to process.

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