• KODW 2017 Gianvito D'Onghia

East Meets West: Innovative Storytelling in Branding

Starting from the idea that our cultural frames work as filters towards the perceptions of beauty, we will analyse how cultural differences bring to different narratives of beauty in the fashion, cosmetics and jewellery industries.

Through the analysis of several brand cases, we will explore 3 different approaches:

– East by West: How Western brands represent the East in their branding strategies?

– East by East: How Eastern brands convey their Eastern identity in their branding strategies?

– East meets West: Examples of brands where the oriental and western elements are mixed in different perspectives.

About Gianvito D’Onghia