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Digital fashion and its marketing through the eyes of Czech brands
Laufer, David ; Hejlová, Denisa (advisor) ; Ježková, Tereza (referee)
The bachelor's thesis brings knowledge about digital fashion and its marketing. It examines the impact of digital technologies on the design, promotion, sale and wearing of clothing and based on research and campaigns by companies abroad it identifies numerous uses to streamline and enrich business processes and consumer experiences. The thesis then examines the views of respondents from Czech brands working with digital fashion - digital fashion studios giz'mo lab and Ofform3D and modeling agency New Aliens offering digital scans of models. They perceive marketing as the strongest segment for digital fashion and talk about their own practice for example at the Prague and Helsinki fashion weeks. According to the respondents, the digital form enables numerous business applications that strengthen production, promotion and sales, but can also just serve purely as an artistic form in the virtual environment or enriching physical clothing. Digital fashion also has the potential to increase sustainability - however, it consumes energy and can be exploited by fast fashion, which makes this area problematic. Most respondent's worries emerge also in the context of NFTs. The divisions of business and art, realism and dream aesthetics, physical and virtual experience were present throughout the interviews....
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Writing about art: the problems of interpretation of art and its conveying in media through the eyes of Czech art journalists
Laufer, David ; Hroch, Miloš (advisor) ; Čeňková, Jana (referee)
The bachelor's thesis Writing about art: the problems of interpretation of art and its conveying in media through the eyes of Czech art journalists deals with writing about fine art in media. First, it generally examines the influence of language and society on the definition of art, after which it focuses on the interpretation of works of art in art journalism, the limits of its arbitrarness and the role of the reader and the context. This theoretical knowledge is used in the practical part to analyze semi-structured in-depth interviews with respondents from the ranks of Czech art journalists. Their statements indicate the importance of careful choice of the composition of texts and the method of interpretation, which often depends on the specific nature of the described work of art or exhibition. In spite of these variables, this thesis shows generally preferred approaches of individual respondents to interpreting art. They either build their texts informatively and base their interpretations on the opinions of curators and artists' life stories, or they approach these external interpretations rather skeptically and stick to their own analysis. Respondents agree that in any case they influence the public's view of the often incomprehensible and insufficiently medialized contemporary art, which...
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