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Techniques Commonly Used in Visual Merchandising

Martin M. Pegler and Anne Kong

Source: Visual Merchandising and Display, 7th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

Color is the biggest motivator for shoppers. It is what we see first, what attracts us to an object. Consumers buy because of color, before size, fit, or price, and they make this decision in less than ninety seconds. Color tells a story, sways our emotion, and causes us to react. Color has meaning and can be used to suggest environments, historic time periods, and styles. Color combined with texture evokes more insight related to the overall theme. For example the color green combined with a lea

Less is Less: Formlessness

Adam Geczy and Jacqueline Millner

Source: Fashionable Art, 2015, Berg Fashion Library

Book chapter

formlessnessWell, concerning civility or public morality, you can now see what’s happening in art. For any art exhibition in London, for example, to be effective, it must be something disgusting: show some dead fish or the excrement of cows. At one exhibition, my god, they showed a video of a colonoscopy. Today, more and more, the cultural-economic apparatus itself has to incite stronger and more shocking effects and products. These are the recent trends in the arts. But the thing is that transgr

Salvador Dalí

Lucy Moyse

Source: Fashion Photography Archive, 2015, Fashion Photography Archive


Mystifying, intriguing, thought-provoking: the layered work of the Spanish artist Salvador Dalí (1904–1989) appeared across painting, drawing, film, and sculpture. He is best known for his involvement in the artistic and literary movement of surrealism, which explored the unconscious. However, Dalí’s increasingly commercial endeavors and lifelong interest in dress led him to become hugely influential in fashion, from his meticulously flamboyant self-presentation to his collaborations with couturi

Fashion and Surrealism

Victoria Rose Pass

Source: Fashion Photography Archive, 2015, Fashion Photography Archive


Surrealism, as an artistic movement, emerged in Paris in 1924 with the publication of the Surrealist Manifesto by the writer André Breton (1896–1966), but artists and writers had exhibited this sensibility long before. The notion of the uncanny is at the heart of surrealism. At its most basic, the aesthetic of the uncanny celebrates the beauty of combining images which are irreconcilable: the real and the imagined, the live and the dead, the organic and the inorganic. The uncanny is also at the c

Viktor & Rolf

Aimee Scott

Source: Fashion Photography Archive, 2015, Fashion Photography Archive

Designer Biography

Schiaparelli, Elsa

Caroline Evans

Source: The Berg Companion to Fashion, 2010, Berg Fashion Library

Encyclopedia entry

With Poiret’s encouragement, Schiaparelli began to design clothes and sell her designs on a freelance basis to small fashion houses. She briefly became the designer of a small house, Maison Lambal, in 1925 before setting up an atelier in her own name in 1927. Schiaparelli’s first collection featured hand-knitted trompe l’oeil sweaters, including an extremely successful black-and-white “bow-knot” sweater that was illustrated in Vogue and immediately sold in the United States. Her subsequent collec

Influence of the Arts

Jo Ann Stabb

Source: Berg Encyclopedia of World Dress and Fashion. The United States and Canada, 2010, Berg Fashion Library

Encyclopedia entry

The relationship of art to dress in any part of the world and at any time is complex, as is the case in the United States and Canada. Both art and dress reflect and share not only aesthetic elements but also parallel cultural, social, philosophical, geographical, technological, political, gender, and religious influences of any particular era. This confluence, or zeitgeist, characterizes the spirit of the times and defines the prevailing style. Yet even while sharing the formal visual elements of

Magic Fashion

Elizabeth Wilson

Source: Classic and Modern Writings on Fashion, 2nd Edition, 2009, Berg Fashion Library

Book chapter

Routine makes drudgery of beauty care and the upkeep of the wardrobe. Horror at the depreciation that all living growth entails will arouse in certain frigid or frustrated women a horror of life itself; they endeavour to preserve themselves as others preserve furniture or canned food. This negative obstinacy makes them enemies of their own existence … good meals spoil the figure, wine injures the complexion, too much smiling brings wrinkles, the sun damages the skin, sleep makes one dull, work we

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