• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

The Development of Men’s Tailoring Brand Promotional Campaign

Student: Yuliya Batrakova

Supervisor: Ekaterina Pavelko

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Design (Master)

Year of Graduation: 2018

Visual research is dedicated to a classic men suit, which stems back from 19th century from one of the most famous streets of England – Savile Row. Up to now, despite the consumer revolution, the suits are being made by hand, following the trends of the British tailors. The suite Bespoke – made according to advance order is a peak of tailor’s masterpiece.. What is the difference of a classic English suite from that of US, Italy or France. Where was a major dirrerence? Relying on 4 development locations - England, America, Italy, France, in the study, on the examples of the elegance of men's fashion, historical and iconic figures, films, including representative, clients of the oldest and legendary ateliers and fashion houses, is seen as male classic suit, has been developing since the beginning of its birth. Following the logic of research Alan Flusser - the pillar in the world of men's fashion, the visual material examines the image of a gentleman in terms of the three pillars of a man's suit - cut, color, fabric. The most important and significant, of course, is the cut-it determines the whole suit. The cut must carry in itself both the naturalness and the emphasized properties of the male figure. But despite the global development trends, such a traditional thing as a suit, in each of the countries under consideration, has formed not only its own type of cut, but also absorbed the history and mentality of its people. This gives us an understanding of the existence of real cultural paradigms on a geographical level, presenting us with a costume as a unique object of men's fashion and heritage of the country's tailor's art. The suit, including, male, classical, is an intricate system that enhances the sphere of culture, and closely interacts with many of its elements.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses