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Melissa Wusaty

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Carven SS12

MA History And Culture Of Fashion

PAST AS PRESENT: THE REVIVAL OF LUXURY HERITAGE BRANDS IN THE HYPER/LIQUID WORLD Between 2006 and 2010, a series of luxury heritage brands were simultaneously revived by autonomous entities after years of idle dormancy. The trend, characterized primarily by Cacharel, Carven, Halston, The House of Worth, Irfé and Vionnet, could initially be dismissed as a mere coincidence. Upon closer inspection, however, the phenomenon is a peculiar and unprecedented development in fashion. Taking into consideration the type of brands being revived, including their history, reputation and following, plus the overall timing of their parallel resuscitation suggests something far more complicated than a slight twist of fate. To dismantle and expose the significance of this phenomenon, Past As Future: The Revival of Luxury Heritage Brands in the Hyper/Liquid World, looks beyond the boundaries of fashion to demonstrate how growing societal anxieties have influenced the industry’s overall direction. Grounded within hypermodernism and liquid modernity, Past as Future proposes the revival of luxury heritage brands is the result of society’s eroding confidence in forward-orientated progress. Plagued by perpetual anxiety, uncertainty, temporality and ‘nowism,’ the hyper/liquid world has become pervasive, casting the fashion industry and its participants into a constant state of flux where present-day gratifications are unremitting. As a result, the hyper/liquid state of fashion has forced the industry to collapse upon itself, rendering it incapable of projecting itself forward. With the future acting as a source of anxiety rather than a site of refuge, fashion has returned to its past to create its future. ABOUT MELISSA WUSATY Melissa is a digital communications and brand strategy professional currently working within the luxury sector. Using her extensive academic background studying hypermodern consumption, Melissa’s core professional expertise rests in devising online brand experience within the disciplines of content strategy, e-commerce and digital publishing. Interested in brand loyalty and how modern consumers build emotional connections with brands, she pursues what is on the forefront of communication and technology. After completing her Masters dissertation on the revival of luxury heritage brands at the London College of Fashion, Melissa turned her sights to the various unexplored tactics available to dormant or declining brands seeking contemporary relevance - taking a special interest in Halston. Melissa currently resides in London.


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