Digital Playground: Where Luxury Fashion is Finding its Sense of Humour

Humour helps connect humans on an emotional level, and it’s a strategy brands are now using to attract a whole new generation of customers.

On this three-week course, you’ll delve into the definition of the science of humour and its application by both heritage and luxury fashion brands to rejuvenate their creativity.

You’ll discover why brands are infusing humour into their digital campaigns, and how they are implementing it across social media to connect with younger consumers.

You’ll delve into the sensations of humour and joy, and understand their role in the creative process.

To help explore these concepts, you’ll unpack a range of case studies from top luxury fashion brands including Vivienne Westwood and Hanifa.

You’ll critically assess communication strategies put forward by luxury fashion brands to understand which techniques work.

You’ll also analyse the ethics of humanising a brand by using humour. In particular, you’ll evaluate the development of brand ‘personas’ and the consequences of this.

By the end of this course, you’ll understand why and how fashion brands use humour in their digital communication strategies, and the opportunities and challenges that surround this.