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View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by DigitalCommons@University of Nebraska University of Nebraska - Lincoln DigitalCommons@University of Nebraska - Lincoln Honors Theses, University of Nebraska-Lincoln Honors Program Spring 3-12-2018 This Book is Valuable: An Anthology of Essays on Design and the Perception of Value in Luxury Fashion Objects Carlos Velasco University of Nebraska-Lincoln Follow this and additional works at: https://digitalcommons.unl.edu/honorstheses Part of the Fashion Design Commons,Fine Arts Commons, and theGraphic Design Commons Velasco, Carlos, "This Book is Valuable: An Anthology of Essays on Design and the Perception of Value in Luxury Fashion Objects" (2018).Honors Theses, University of Nebraska-Lincoln. 36. https://digitalcommons.unl.edu/honorstheses/36 This Article is brought to you for free and open access by the Honors Program at DigitalCommons@University of Nebraska - Lincoln. It has been accepted for inclusion in Honors Theses, University of Nebraska-Lincoln by an authorized administrator of DigitalCommons@University of Nebraska - Lincoln. This Book Is Valuable: An anthology of essays on design and the perception of value in luxury fashion objects. An Undergraduate Honors Thesis Submitted in Partial fulfillment of University Honors Program Requirements University of Nebraska-Lincoln by Carlos Velasco, Bachelor of Fine Arts, BFA Graphic Design Hixson-Lied College of Fine & Performing Arts 2018 Faculty Mentors: Stacy Asher, Associate Professor of Art, Department of Art, Art History and Design Aaron Sutherlen, Assistant Professor of Art, Department of Art, Art History and Design Velasco, 1 Abstract “This Book is Valuable” seeks to analyze how different concepts related to design and culture have influenced the apparent and perceived value of luxury fashion objects. This question is explored in different contexts to provide clarity and observation to the contemporary construction of value through systems of design. This thesis is an anthology of three essays. The first essay is about immaterial capitalism, a system of knowledge, skill and imagination based capital. The second essay is about the strategy of artification, using fine art as a way to link systems of value together. It is also about how luxury conglomerates use political influence to diversify their portfolio and increase revenue. The final essay is about how popular and everyday culture that is traditionally perceived of having little value, has become utilized extensively in luxury fashion. Keywords: Fashion Studies, Graphic Design, Immaterial Capitalism, Artification, Luxury, Branding, Marketing Strategies, Haute Couture, Lifestyle Velasco, 2 Chapter 1: A Bag worth more than Gold Immaterial Capitalism and the search for value in designed goods. Introduction Immaterial Capitalism is a concept that has been recently coined to reflect the idea that knowledge, skills, culture, and plans are commodified by companies for capital gain. This research primarily examines the systems involved in creating value by building brands based on immaterial capital and analyzing the ethicality of those practices within independent and luxury brand conglomerates. Defining Value What is value? It’s simplistic to see this concept summarized in something like the standard dictionary definition where value is described as just being a series of nouns with explanations ranging from “relative worth, merit, or importance” to the interesting and emotionally attached “liking or affection; favorable regard” (Webster Dictionary). Value is, something of worth, whether an object or an idea, that we have as either individual, a market or a society decided has a quality of some sort. For as well-intentioned as we can try to be, thousands of years of political, cultural and social developments have made determining what is and is not valuable all the more difficult and biased. A variety of influences ranging from currency and labor to psychology and culture contribute to the perception of value.
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