Commodity Fetishism 

Commodity = Article for trade of commerce

Fetish = an object that we have respect or devotion to

Commodity Fetishism is a characteristic of a consumer culture where an object can define our identity. It promises to have a positive transformation on our lives. Sturken from the book Practice of Looking states it “relies heavily on style and image to produce its worlds.”

I plan to explore more this idea of Commodity Fetishism through the whole book Practice of Looking which I would like to ask the librarian if we have a copy of it around. I want to learn more about this theme and the effects it has on the general public. I wonder if we are all victims of Commodity Fetishism. It is a topic I am eager to explore and hope to have the resources for find more direct information about this.

Window Display

Windows are the ultimate selling tool. They are a part of a stores architecture meaning only the content costs, not the window itself. if the designs are eye catching and innovative, people are more likely to buy the products  or enter into the shop. They can be simple and effective or even be classed as works of art, this all depends on how much the budget it and how much creative licence the visual merchandiser is allowed. In order to be noteworthy it has to be attractive, a theme means the product is less likely to be self driven. The main window in the shop is usually the centre of any marketing campaign due to the fact the need to reach a mass market is vital.



This window from Printemps looks at the fair and notably promotes Dior. Although this window contains no Dior products it still would draw us into the shop to see what products were available inside. The colours are bright and attractive and the fact movement would have been involved adds to this.



This is a more simpler window focussing on the clothes themselves adding the flowers as an accessory to make it more spring orientated. Simple yet effective, this designs draws us in in a different way than before concentrating on the fashion rather than the thematic design.


Source: http://retaildesignblog.net/2011/07/07/printemps-loves-new-york/




Source: http://retaildesignblog.net/2011/07/07/printemps-loves-new-york/



Source: http://retaildesignblog.net/2011/07/07/printemps-loves-new-york/


Source: http://retaildesignblog.net/2011/07/07/printemps-loves-new-york/


Source: http://retaildesignblog.net/2011/07/07/printemps-loves-new-york/

These last windows look at designers featured in Paris Fashion Week. Each designer has their own window highlighting the forefront of their brand. I thought again this was an inventive and simple idea highlighting what makes the brand unique. Unlike the other two I feel this is more decorative rather than drawing us into the store but its a positive advertising for Paris Fashion Week.


My first stop looking into the idea of Luxury design was to look into a design company. I found the company Interior Couture London, a bespoke interior and architectural designers founded by ex lawyer Elaine Williams. The company covers all aspects of design and build practice. I found the images intriguing and stunning and thought some of the pieces were beautifully crafted.



Source both images: http://www.interiorcouture.com

Moving on from this I would like to revisit the book Mesmerisation by Gee Thompson and in particular the section to do with luxury. As this highlights psychological phenomenons too I feel this could lead me deeper into this topic but in a broken down and simpler way.


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