Communication theory: «8FENOMEN»
RUBRICATOR:
— general theoretical part — presenting the brand to a wider audience — presentation for a professional audience — brand strategy — bibliography and list of image sources
GENERAL THEORETICAL PART
Communication Theory in Design-Driven Fashion Branding
Within communication theory, communication is understood not as the transmission of information, but as a process of meaning production. Meaning is not contained in the message or the object itself; it emerges through interaction between form, context, and audience interpretation.
This approach is crucial for design-driven fashion branding, as design operates not through explanation but through non-verbal communicative elements: form, material, visual structure, repetition, and presence in everyday environments. According to communication theory, these elements are not neutral; they are communicative, as they guide interpretation and shape meaning.
Communication theory also rejects the linear model of «sender–message–receiver» and emphasizes the active role of the audience. In fashion branding, this means that the brand does not directly control meaning. Meaning is formed through wearing, use, and the social recognition of the product.
Thus, communication theory makes it possible to view a fashion brand as a communicative system, in which: design functions as the primary carrier of communication, meaning remains open and interpretative, communication unfolds over time rather than at the moment of message delivery.
This makes communication theory a practical tool for analyzing and designing brands that operate through design, rather than through direct messages or persuasion.
PRESENTING THE BRAND TO A WIDER AUDIENCE
The mission of 8FENOMEN is to create clothing and accessories as a communication medium that allows people to visually express their personal philosophy, values, and inner states in everyday life.
The brand does not aim to persuade or instruct.
Instead, it provides visual and textual fragments that users interpret and complete themselves.
This approach follows the interpretive tradition of communication theory, where meaning emerges through participation rather than control.
For a wider audience, the brand presents itself as a space for self-expression, where clothing and accessories help communicate personal philosophy without words.
8FENOMEN offers thoughtfully designed pieces with a calm visual language that fit easily into everyday life while allowing a sense of individuality. The brand focuses not on trends but on meaning, creating limited collections in which every detail supports a feeling of personal choice and emotional resonance.
The brand demonstrates that meaning emerges not only from the object itself but through its circulation and presentation within social and digital environments. Clothing, imagery, packaging, and social media content operate together as a unified communication channel, reinforcing interpretive engagement.
This approach reflects the understanding of communication as a non-linear, systemic process in which meaning is co-created by the designer, the wearer, and the observer.
PRESENTATION FOR A PROFESSIONAL AUDIENCE
8FENOMEN is a fashion and lifestyle brand that positions clothing and accessories as communicative artifacts rather than purely functional products.
The brand is built around the idea that personal philosophy can be expressed through everyday objects, not only through language.
For a professional audience, 8FENOMEN should be understood not simply as a fashion brand, but as a communication framework, where design, use, and interpretation play a central role in meaning production.
VISUAL LANGUAGE
In 8FENOMEN, design was not added after strategy as a visual layer. From the beginning, it functioned as the primary communicative tool of the brand.
Visual decisions were treated as communicative decisions: they shape how the brand is perceived, experienced, and interpreted. The brand deliberately avoids expressive decoration or visual excess, choosing restraint and clarity to create space for meaning rather than explanation.
The visual language of 8FENOMEN is based on:
— minimal forms, — limited color palettes, — controlled typography, — short textual phrases.
These choices prevent visual overload and avoid fixed or literal readings. From a communication perspective, design functions as an open structure:
— it does not dictate meaning, — it invites interpretation, — it adapts to different personal and cultural contexts.
Design therefore operates as a framework, not as a message.
A semiotic perspective applies to 8FENOMEN only partially.
The brand does not build a complex sign system and does not rely on symbols, icons, or visual metaphors that require decoding. Instead, its design is reduced to a logo and short phrases.
However, these minimal elements still perform a sign function. Once a phrase is placed on clothing and repeated across products, it no longer operates as spoken language. It becomes a meaning-bearing form: — The phrases do not inform or instruct. — They indicate states, attitudes, or values. — Meaning remains open and connotative.
Semiotics here supports interpretation but does not dominate communication.
Meaning is not encoded in the object but emerges through use and personal association.
The core logic of 8FENOMEN is best explained through a phenomenological approach.
The brand focuses on: — how clothing feels on the body, — how it moves, — how it is lived with in everyday routines.
Communication happens through lived experience, not through storytelling or explanation. Meaning appears in moments of use — when a person wears the garment, relates it to their emotions, and integrates it into daily life. In this sense, 8FENOMEN functions as a quiet companion rather than a speaking brand.
Socio-Cultural Perspective
From a socio-cultural perspective, 8FENOMEN operates as part of everyday cultural practice.
By embedding values and short phrases into wearable objects, the brand helps normalize self-expression and personal philosophy as visible, shared behaviors. Clothing becomes a way to publicly negotiate identity within existing cultural codes.
Here, communication works as: — a producer of shared meaning, — a mechanism of normalization, — a framework for social identity.
Identity and Self-Representation
8FENOMEN addresses people who use fashion to express who they are.
Identity is understood not as fixed, but as something shaped through everyday actions and interaction. The brand provides symbolic resources that allow individuals to project their own values and experiences.
Products function as tools for self-representation, not as trend-driven or status-oriented items.
Communication style
8FENOMEN avoids direct persuasion and one-way communication.
The brand does not tell people what to think or how to feel. Instead of pushing clear messages or sales arguments, it creates space for interpretation, where meaning is formed through experience and interaction.
External communication remains restrained and supportive, focusing on: — context, — process, — real use.
From a professional standpoint, 8FENOMEN demonstrates a conscious approach to communication by: — treating design as a communicative practice, — keeping meaning open and interpretative, — supporting identity rather than defining it.
As a result, 8FENOMEN positions itself not only within the fashion market, but within a cultural communication space, where meaning, identity, and interaction are central.
BRAND STRATEGY
The communication strategy of 8FENOMEN is based on the understanding of communication as a process of meaning construction rather than simple information transfer.
— Meaning emerges through interaction between message, context, and audience — Communication is shaped by interpretation, not only by intention — Design functions as a communicative act, not a decorative layer
Encoding / Decoding and Open Interpretation
The brand’s positioning aligns with the encoding/decoding model, where meaning is actively produced by the audience. — Designers encode values and ideas into visual and textual forms — Audiences decode messages through personal experience and cultural background — Open-ended visual language allows multiple interpretations — Minimalism reduces visual noise and avoids fixed readings
Dialogic Communication
The strategy reflects principles of dialogic communication theory, emphasizing interaction over transmission:
— Communication is understood as an ongoing process — Instagram and Telegram enable feedback and audience participation — Meaning is co-created rather than delivered one-way — The brand positions itself as an active participant in dialogue
Equity Theory and the Construction of Trust
Equity Theory explains how trust is built through perceived fairness in brand–audience relationships. — Audiences evaluate the balance between investment and return — Investments include money, attention, and loyalty — Returns include quality, emotional value, transparency, and consistency — Clear pricing and open positioning support perceptions of fairness — Trust emerges from long-term balance rather than persuasion
Uses and Gratifications
The communication strategy also incorporates the Uses and Gratifications approach.
— Audiences actively choose communication that satisfies their needs — The brand supports self-expression and identity construction — Emotional resonance is prioritized over direct persuasion — Products function as communicative tools, not only commodities
CONCLUSION
The 8FENOMEN project demonstrates how communication theory can function not as an abstract analytical framework, but as a practical design instrument shaping brand construction at every level. Rather than using theory to explain the brand retrospectively, 8FENOMEN integrates theoretical principles directly into its visual, textual, and strategic decisions.
As a result, 8FENOMEN operates as an open communicative system in which meaning is not imposed but negotiated, trust is not promised but accumulated, and the audience is positioned not as a passive receiver, but as an active co-producer of brand meaning. This approach situates the brand within contemporary design practice, where communication is understood as a dynamic, relational, and theory-informed process rather than a fixed message or visual identity.
Literature
Communication Theory: Bridging Academia and Practice. Smart LMS URL: https://edu.hse.ru/course/view.php?id=133853 (дата обращения: 13.12.2025)
Проект «8FENOMEN», созданный в рамках майнора «Стартап как диплом» — авторы: Анна-Мария Гунька, Мария Ружьёва, Ольга Распутина.
