[ecrea] cfp ZoneModa Journal 5 - Fashion Convergence

ZoneModa Journal 5
University of Bologna
Italy

** FASHION CONVERGENCE **

Edited by Antonella Mascio and Junji Tsuchiya



In our age, dominated by convergent culture, media appear more and more 
essential in circulating narratives, imageries, shared passions and 
taste configurations. The dissolution of boundaries between production 
and consumption produces an increasing interdependence among media 
industries,  products and audiences.
In this context – characterized primarily by the increasing development 
 of  technological resources in terms of connection and audience 
activities – fashion takes new shapes and develops new languages, 
increasing  communication aspects which have been acquired far back, and 
 suggests paths and discourses still to be explored. Fashion 
contributes to the success of movie and TV productions with 
sophisticated  outfits, thus creating complex scenarios that enrich 
narration: the clothes that are used in media products represent one of 
the keys to the world of TV series by defining characters and placing 
them in their context : space, time  and cultural setting. Recent 
successful movies (The Great Gatsby or Grand Budapest Hotel) and quality 
dramas addressed both to adult (Mad Men, The Americans or House of 
Cards) and younger audiences (Gossip Girl or Pretty Little Liars) are 
some examples of this.
Furthermore, from the point of view of response, audiences have numerous 
opportunities to track down and identify clothes seen in media products, 
through the use of online environments or through reserved websites (for 
example http://www.looklive.com<http://www.looklive.com/>) that are 
popular among enthusiasts. The issue of fashion in fiction (and not 
only) becomes part of conversations amongst audiences, in blogs and 
Facebook pages where users chat about the characters’ clothes, shoes and 
accessories.
Videogame environment actively contributes to this process through 
connections between the characters’ apparel and the creation of  the 
same clothes for players: the collaboration between  Musterbrand brand 
and the game Metal Gear is such an example.
In many media products Dressing up becomes a real performance per se to 
the extent that it establishes a specific transfer i.e. one between 
fiction and  potential return to reality. We can say that the 
relationship between “in” fiction and “off” fiction - one time well 
defined and distinct - is sometimes superseded by a line of strong 
continuity between “in” and “off”, that it can have an effect both on 
fiction itself and the real world. Examples such as Prada’s The 
Iconoclasts 
(http://theiconoclasts.prada.com<http://theiconoclasts.prada.com/>) are 
in a diametrically opposed position as it creates a strong contamination 
between the dream-like atmosphere of  movies and fairy-tale of fashion: 
the scenes represented in the brand locations are all properly arranged 
 by famous costume designers (Milena Canonero, Arianne Phillips, 
Michael Wilkinson and Tim Martin).

ZoneModa Journal dedicates its fifth issue to the exploration of  paths 
defined by the convergent dynamics with the aim of enhancing the aspects 
related to communicative innovations and the symbolic and semiotic 
references that they implement.
Some of the questions that the volume will attempt to answer are: in 
which way do media audiences take part to the process? To what extent do 
productions take part in this convergence?  What is the role of griffes 
and brands? What kind of effects are produced? Which cross-media 
narratives are created? What structure do they acquire?
Considering this perspective the contributions required will be 
related – but not restricted – to the following themes and research areas:
-         Media convergence and fashion
-         TV series and fashion
-         Narratives, imageries in fashion and taste
-         Online fashion in the perspective of the convergent culture
-         Griffes and brands in the cultural convergence
-         Audience and fan-fashion: the perspectives in fashion and in 
the fan’s conversations
-         Idols and celebrities as fashion symbolic communication tools

Abstracts of no more than 2500 words (Word-*.doc format) can be written 
either in Italian or English and must be sent to 
(zonemodajournal /at/ unibo.it)<mailto:(zonemodajournal /at/ unibo.it)>
Abstract acceptance does not guarantee publication of the article. 
Double-blind system for peer-review is used for selecting the papers for 
publication.

Dates to remember:
-          abstract deadline, July 15th, 2015
-         The editorial staff will inform you of the abstract receipt 
and will send an opinion by July 20th 2015
-          authors are requested to submit the final essay by September 
15th 2015
-          the decision of the peer reviewers will be communicated to 
the authors by October 1st 2015
-          peer reviewed essays have to be sent back to the editorial 
staff in English by November 1st 2015

ZMJ5 is scheduled to be published at the end of 2015



Redazione
ZoneModa Journal
Via Santa Chiara 40
47921 Rimini
Italy
[http://www.marineservice.it/img/fbico.png] ZONEMODA Journal





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