Serial: The Game Changer of Visual Communication – Culture Studies: Fashion After 2010 #003

Since 2010, visual communication with audiences through platforms like Instagram and TikTok has become indispensable, regardless of scale, from corporations to fashion brands. It can be said that the impact is so significant that it determines whether or not the audience resonates in an instant.
 
The close relationship between brands or designers and social media, resembling a sort of dependency, can be seen from the reaction to the news of Bottega Veneta closing its Instagram in 2021. According to Kering's statement, social media is entrusted to ambassadors and communities, while brands are starting to introduce the digital journal "Issue" as an optimal tool to express the brand's worldview beyond the standard format of social media by providing an interactive experience like flipping through a magazine. Despite going against the fast-paced competition of social media, it feels like it forms a unique community at the brand's pace, and this new power of visual communication is clearly reflected in the sales figures.