Forbes, (2015). Inside Chinese star Angelababy’s $31 Million Wedding in Shianghai. Available at: http://www.forbes.com/sites/kristintablang/2015/10/19/inside-chinese-star-angelababy-huang-xiaoming-31-million-wedding-shanghai/ (Accessed 25 Oct. 2015).
"‘Authenticity’ and ‘customisation’ are not just factors that spur consumption, but allow the experience of a special distinction in which the actual brand fades into the background (Calefato, 2006)."
The quotation above explains the images I've chosen of a pre-wedding photoshoot of a Chinese model/actress, Angelababy and also an image of her customized wedding dress from Dior. She wore "a custom Dior gown that required almost five months to create. Crafted out of 115 feet of ivory satin organza and 165 feet of tulle, the intricate piece features a 10-foot-long train and nearly a hundred hand-cut rose bouquets made of Chantilly lace (Tablang, 2015)."
Because a wedding is one of the most important days in a woman's life, to feel special, and to be the only one wearing that special dress, Angelababy is willing to purchase a very exclusive customized gown. There's probably no other occasion for her to wear this dress again, but because the experience of getting the measurement done, selecting the styles, and actually wearing it on her wedding, makes the dress worth the price. Fashion is not just about buying clothes, wear it, and throw it away when it's old, but rather it's about the experience of wearing it; how other people react to you when you wear it and how you feel, how confident you are when wearing that garment, etc. Therefore, creating that memorable experience is one of the strategies, fashion brands have in their mind when they're designing or producing something.
© Thanutcha Panvichean, all rights reserved