Samenvatting

QUOTE “‘Resculpted by Peter Do’ is about seeing masculinity from different angles. Unlike a flat painting, a sculpture from its volumetric nature and relation to space could never be limited to a single point of view. Rather than seeing masculinity from a single-point perspective, ‘Resculpted’ places things in flux.” INTRODUCTION Over the course of fashion history, designers have reacted to, and influenced in many cases, the social and political frameworks of ‘masculinity’ and their respective dress codes. Today, with gender identities and expectations crumbling quicker than ever, the idea of what makes a ‘man’ or ‘woman’ has never been more fluid. CONCEPT BOOK This book introduces ‘Resculpted’: a communication strategy based on this cultural shift for fashion brand Peter Do. Born on Instagram, Peter Do is a high-segment, slow-fashion womenswear brand that has grown a cult following of people who think beyond gendered dress codes. Although the brand creates a uniform for the modern woman, the designer himself cautions against pigeonholing his creations as traditionally feminine or masculine. Peter Do’s current online communication is targeted towards the brand’s female following. In doing so, Peter Do ignores the significant male part of their target audience, thus missing the opportunity to represent a re-imagined idea of masculinity as embodied by the brand’s target group.