从“悦人”到“悦己”:当代橱窗模特时尚传播价值的变迁

From“Pleasing Others”to“Pleasing Oneself”:The Transformation of Fashion Communication Value in Contemporary Window Mannequins

橱窗模特是时尚传播中不可或缺的符号之一。橱窗模特的外形变化对应着不同时期的时尚文化背景。当下橱窗模特从完美体型到不完美体型的转向,反映了时尚价值从“悦人”到“悦己”的变迁趋势。时尚的反叛性、大众时尚素养的提高、橱窗模特的共情传播是时尚价值进入转型期的主要原因。基于此,时尚产业应当及时捕捉时尚风向,培育时尚素养,升华品牌价值,实现健康发展。

Window mannequins are one of the indispensable symbols in fashion communication.The shape of window mannequins has been changing in correspondence with the cultural background of fashion in each period.Nowadays,window mannequins are shifting from perfect to imperfect body shapes,reflecting the change of contemporary fashion value from“pleasing people”to“pleasing oneself”.The rebelliousness of fashion,the improvement of the public′s fashion literacy,and the empathetic communication of window mannequins are the fundamental reasons why contemporary fashion value has entered the transition period.In order to promote the benign and healthy development of fashion,the fashion industry should catch the fashion trend in time,pay attention to the cultivation of fashion literacy and sublimation of brand value.