Művészetből munkaérték: az artifikáció jelentése és szerepe a divatkommunikációban
From Aesthetic Capital to Brand Equity: The Meaning and Function of Artification in Fashion Communication

Summary/Abstract: In contemporary luxury and fashion, brand value is no longer given but must be continually reaffirmed as cultural status. In a saturated media environment, traditional sources of legitimacy – rarity, quality, craftsmanship – remain vital but no longer fully account for value creation, as consumers increasingly seek meaning and identity. This paper examines artification as a mechanism of cultural positioning, outlines its key practices in fashion and design communication, addresses the risk of de-artification, and argues that artification functions as a liminal, identity-shaping ritual rather than merely a branding tactic.

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