Fast Fashion en e-commerce. Fotografía de  comercio electrónico en lookbooks/catálogos

Marcos García-Ergüin Maza; Daniel De las Heras

doi:10.5433/1984-7939.2024v21n36p188

Autores

Marcos García-Ergüin Maza Universidad de Burgos https://orcid.org/0000-0002-8876-3584
Daniel De las Heras Pratt Institute https://orcid.org/0000-0001-8706-8857

DOI:

https://doi.org/10.5433/1984-7939.2024v21n36p188

Palavras-chave:

E-commerce, catálogo, Fast Fashion, fotografia de moda

Resumo

O contexto digital desenvolveu uma nova prática na fotografia de moda que adaptou seu formato anterior de lookbook ou catálogo ao comércio eletrônico. O presente texto estuda essas imagens em espaços de e-commerce, levando em conta o fast fashion. Dessa forma, são comparadas as imagens da Zara e da Shein para entender o processo e o sentido dessa forma de fotografia. A abordagem se baseia no estudo da representação das peças nos próprios sites das marcas, voltadas para um consumo rápido e imediato, em contraste com o meio impresso anterior. Como resultado da aplicação metodológica da análise fotográfica proposta, percebe-se uma diluição das funções fotográficas que eram tão diferenciadas anteriormente na moda.

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Biografia do Autor

Marcos García-Ergüin Maza, Universidad de Burgos

Doutor em Comunicação Audiovisual pela Universidade de Burgos.

Daniel De las Heras, Pratt Institute

Doutorando pela Universidade Complutense de Madrid em Comunicação Audiovisual, Publicidade e RR. professora e coordenadora da Licenciatura em Design de Moda da Escuela Universitaria de Diseño, Innovación y Tecnología de Madrid.

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