391 Kleidung, äußeres Erscheinungsbild
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This chapter discusses German television as a platform for fashion content and, in that context, streaming services as possible alternatives. Three German television channels were surveilled over the period of one month, as well as the two most popular streaming services in Germany and the online media library of one German television channel over six months, regarding length, fashion connection, transmission time and success. Additionally, for three channels fashion advertisement was analyzed. Broadcasting the most contributions with fashion connection in one month, VOX was the channel being the most fashionable. Aiming to entertain, informative contributions about fashion in television build a minority. Streaming services offer more flexibility, which the user is asking for. All three television stations show fashion brand spots during prime-time. Especially ProSieben and sixx are in close cooperation with several fashion brands. Therefore, fashion advertising seems to be preferably inserted in fashion related series.
The connection of fashion and film seems symbiotic at first sight and they influence each other. There exist differences, including a different understanding of clothing by costume designers and fashion businesses. This article focuses on two successful movies „The Hunger Games“ and „The Great Gatsby“ in order to explore the role of film in fashion and vice versa. The findings suggest, that there are various collections in the fashion world, based on both movies. Therefore, movies indeed have an influence on the development of seasonal fashion. However, this connection is not natural, but rather artificially created by both industries. Through nowadays organized co-operation, the lines between costume designers and fashion designers get blurred. Furthermore, today fashion doesn’t trickle down to an audience naturally, but promoted using the film and its broad reach.
