Authors:

Amanda Queiroz Campos (amandaqc8@gmail.com)

Richard Perassi (richard.perassi@uol.com.br)

Luiz Salomão Ribas Gomez (salodesigner@gmail.com)

ABSTRACT:

In the current fashion culture, the products commercialized by fashion brands are not considered the main focus of these brands. The products are seen as physical support to project the creative content that is disclosed by the brands. There is an obvious mythological appeal in the images used in this study, showing that the “mystification” process is a trend in the fashion culture.

Keywords: fashion; advertisement; branding; trends; mythology

Donwload the paper: From Nereid to Artemis: the mythical representation in fashion advertising