Second-hand identities : discovering the relationship between identity and second-hand clothes

Abstract

This dissertation deals with the communication of clothes, specifically second-hand clothes. It investigates how second-hand clothing, which is already imbued with the former owner's story and identity, provides the second-hand owner a similar identity. Furthermore, it also investigates how branding and visual identity can also express characteristics and values for a brand. This dissertation and interactive degree project aims to overlap these two semiotic methods in order to identify if they hold the same message or identity. This collected data aims to reveal and convey a merged visual identity. Various sources were researched in order to gain a better understanding of clothing semiotics and the motivations behind second-hand clothing purchases. Additional research was conducted on branding and visual identity in order to understand how they express identity. In this study, two sets of participants were used. The first group, representing first-time owners, donated an item of clothing from their own wardrobe and completed a questionnaire about their identification and design preferences. The second smaller group of participants, who represented second-hand owners, selected an item of clothing that best reflected their identity and completed the same questionnaire. To determine if the identities are the same, the results are compared. A focus group with second-hand owners was also held in order to obtain a better knowledge of their identity and to allow the participants to participate in the design process of the visual identity. These similarities were then applied to develop the garment's visual identity. Graphics, typography, colours, and photographic style are the four elements of the visual identity. The research question will also be continued to be answered during the exhibition through interactive art.