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The internal conflict of the corporate artist: Balance between artistic - and commercial interests within artistically driven fashion brands
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2012 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

There has been a medial success in Swedish fashion during the last years. If one studies these companies they tend to tell another story financially. Regardless of financial or medial success artistically driven fashion brands have been a big part of the development of Swedish Fashion. For artistically driven fashion companies the Artistic freedom tend to be the main driving force and the very reason for establishing their own brand. There is a need to balance between artistic and commercial interests, which could imply that designers need to design more commercially marketable garments to finance the conceptual department. Financial resources can create artistic freedom but bringing in wrong investors could do the opposite. The financial dilemma of gaining economic resources by designing more marketable garments makes the brand image loose credibility since it tend to rely on the artistic direction. Conclusion: Through out the study we have identified that there exist an internal conflict inside the artistically driven fashion designer. The corporate artist exists of the creative mind, which represents the intrinsic values that motivate and inspire the artist. To be able to run a fashion brand the artist also needs to have managerial and entrepreneurial skills to be able to develop. These two perspectives often collide and the designer needs to make some difficult choices.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2012.
Series
Magisteruppsats ; 2012.13.23
Keywords [en]
wearability, artistic direction, commercial
Keywords [sv]
avant-gardist
National Category
Design
Identifiers
URN: urn:nbn:se:hb:diva-16796Local ID: 2320/11344OAI: oai:DiVA.org:hb-16796DiVA, id: diva2:1308685
Note
Program: Master in Fashion Management with specialisation in Fashion Marketing and RetailingAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf