Building a Brand Based on the Principles of Metamodernism

Since the modern world is becoming more and more digitalized with each day people of the 21st century are on the verge of opening a new cultural era that is about to influence not only their daily lifestyle but also art and fashion. Analyzing the tendencies in the modern art of the last 10 years it comes to be clear that artists tend to broaden their inner and outer borders in their works and find new meanings in all the well-known subjects. The new cultural philosophy is called metamodernism. It has already started its broadening and will soon replace post-modernism. It means that metamodernism is ought to be explored by art-directors and designers and building any modern concept should be done by following metamodernism philosophy for the project to be relevant among modern consumers. The main method which was chosen for this study is content analysis. The visual research was written and compiled as a review of artworks varying mostly from 2010 to the 2019 year of making. The works of art were divided into blocks due to the most important points that artists were to translate in them. These points are: to make people remember their personal experience connected with the topic of an art-piece, to use new technologies and other demonstrations of the world’s digitalization as the key part of the installation, to make each viewer exercise their artistic expression by interaction with installation, to experiment with different styles and materials, to use irony and nostalgia in the work, to broaden horizons and expand gender-frames, to show the artistic way of understanding authenticity, to look for true and unexplored meanings of the selected subject. The visual research dedicated to the principles of metamodernism in contemporary art of the 21st century led to a clear understanding of what metamodernism is and how it is used in the modern artworks. There were the differences identified between metamodernism and past cultural eras as well as the most important and common principles of metamodernism used by artists. The first section of the visual research has been devoted to the study of the structure of feelings of the 21st century, the second section described the distinctive features of Metamodernism in contemporary art, and in the third section this trend in fashion was fully investigated. This list was logically and symmetrically transformed into the rules of meta-fashion which are: creating atmosphere and narrative, aestheticizing everyday-life, experimenting with media and art, eliminating gender-stereotypes, using irony, being futuristic a nostalgic at the same time, asking rhetoric questions and looking for new meanings. The formulated algorithm was used in the project as a list of the most important points to control while creating a meta-project based on the study of cultural philosophies principles. In conclusion, it is important to note that the results obtained in the process of the study fully corresponded to the goals and objectives which were set at the beginning of the project. As it was proven that metamodernism is a new cultural era and building any modern concept should be done by following its principles that were found and formulated as well as other criteria to follow while building a metamodern fashion-brand.