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Paper short abstract

In the strategic brand communication of ZSIGMOND luxury fashion brand, we can observe a strong emphasis on the relationship between humans and nature—and through this narrative, the designer builds a bridge between the wildlife of traditional peasant culture, nature, and consumers of luxury fashion

Paper long abstract

The marketing communications of Zsigmond, a luxury fashion brand with Hungarian roots, are based on the following slogan:"Inhale the PAST, exhale the FUTURE." In the strategic brand communication of this luxury fashion brand, we can observe a strong emphasis on the relationship between humans and nature—and through this narrative, the designer builds a bridge between the wildlife of traditional peasant culture, nature, and consumers of luxury fashion. The brand's visual Digital Advertising Materials and unique stories also carry the promise of closeness to nature in an age when the binary relationship between humans and nature is intensifying.SECOND NATURE is a nostalgic collection, inspired by the designer’s rural childhood, sensory memories of nature, and untouched tranquility. The brand's external communication about the collection reads as follows:“Set in the rural landscape of the designer’s childhood, the collection SECOND NATURE is a walk through fragments of memories. Memories of lying beneath a willow tree by the lake, soothed by the rhythmic sound of lapping waves; memories of wind swaying in wild grass, milk thistles and prickly plants; memories of climbing on walnut trees with scratched knees, observing the horizon.SECOND NATURE is the remnant of yet unquestioned, unadulterated tranquillity.” Brand communication focuses on personal memories, childhood landscapes, and the nostalgic feelings associated with them.In my paper,I examine the below-the-line (BTL) advertising materials for the SECOND NATURE collection, which I compare with an interview with the brand's owner, Dóra Zsigmond. I discuss the types of “nature as trope” that appear in the brand's strategic communication