Abstract
An elaborate analysis of a campaign launched by Gucci in 2018 sheds light on a specific phenomenon for which the term “cultural hyperobject” is coined. Through the details, the reader grasps the nuances of the creative process, itself a state during which creatives may be able to capitalize on the various stages of analysis of the material culture around them. While for most designers this happens on an intuitive level, a methodical practice of the steps involved in the analysis can train anyone to a heightened sensitivity towards societal and cultural changes. It is this constant back and forth between exploring a specific question and then opening up the field for a more holistic approach to design that leads to novelty while also tapping into the undertones of human behaviors.
Keywords
- Gucci
- Hyperobjects
- Tim Morton
- Cultural intelligence
- Fashion design
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Serdari, T. (2020). Cultural Hyperobjects. In: Rethinking Luxury Fashion. Palgrave Advances in Luxury. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-45301-5_8
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