According to Flusser, technical images do not serve as a medium to depict meaning and inform about reality, instead, they are visual forms (photos, films) that enable the creation of new realities by changing perception and producing new subjectivities. In Fashion, techno images are used to communicate the messages that brands want to associate with the garments they produce (rather than showcasing the collection). In order to build communities where like-minded people can belong and promote a universe of ideas that goes beyond manufacturing garments. Consequently, this essay analyzes the role of Fashion’s techno-images (through 6 films) as tools enabling the production of garments’s meaning and, thus, so-called fashionability and relevance.
