Dazed & Confused. Vol. IV

Summer 2015

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London: Waddell Limited

Fashion marketers sell social context. The focus of what is being sold changes over time, subtly shifting from the extrinsic properties of the actual fashion objects towards the intrinsic qualities of individuals. Celebrities, either by modelling a specific item or appearing on the cover of a fashion magazine, offer a powerful marketing construct to the fashion industry. Lorde, a popular New Zealand singer-songwriter, is not a professional model yet the editors of Dazed & Confused recognise that her association with the magazine (as a product in itself) is likely to generate sales in ways that an unknown model could not.