Technology has transformed the way big names of the fashion industry release their collections and exhibitions. From Youtube to Instagram, products of the new technological revolution, even luxury brands have approached their audience by using mass communication.
That having been said, the main objective of this article is to introduce the concepts of popular culture and mass culture in order to relate them with haute couture through a case study of Balenciaga brand, which is originally a product of haute couture and nowadays has redesigned their clothes from a creative element conquering its audience in social media. In the last few years, the world faced a big transformation in the technology sector, in particular the technologies of communication and reproduction.
The field of arts and culture in general has been revolutionized by the mass media production, otherwise nowadays we could not think of culture without technological revolution, that is, without film, radio, television and portable devices. According to Hobsbawm p. He claimed his belief in the potential of a minority elite to preserve the quality of culture high culture from the dangers of emergent massification. Therefore, we cannot speak of popular culture without taking into consideration the concept of high culture.
That is to say, high standards and values of culture belong to an educated minority. In short, culture would remove popular culture, which was embodied in the male urban working class from the Second Industrial Revolution, also known as the Technological Revolution.
The same thought is shared by F. Leavis, who argues that before the industrialization and standardization period brought by the industrial revolution, England had a vigorous common culture, a culture of the educated minority. However, during the late nineteenth and early twentieth century, this common culture was fragmented into two cultures: on the one hand, a minority culture; on the other, a mass civilization.
