Dress like a meme!

This theoretical study investigates the rise of the meme as a core communication tool within the fashion industry.

The research delves into how digital evolution has birthed a new cultural paradigm, forcing brands to navigate the fine line between prestige and relatability. Through the analysis of memetic cycles, the project identifies how irony and subculture references have replaced conventional advertising, creating a more fluid and immediate connection with Gen Z and Alpha audiences.

Editorial product: 3D modeled and printed smartphone box