Gargoles, Paula

Main Affiliation

Preferred name

Gargoles, Paula

Official Name

Gárgoles Saes, Paula María

ORCID

0000-0001-5768-2573

Researcher ID

DRC-9504-2022

Scopus Author ID

57483774900

Now showing 1 - 7 of 7

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Black Identities: A Historical and Current Review of Representation in the Fashion Industry
(Springer Nature Switzerland, 2025-10-18)
Gabriela Ambás
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<jats:title>Abstract</jats:title> <jats:p>This article examines the construction of black identities through male fashion, tracing its evolution from the eighteenth century African diaspora to contemporary black designers. The study explores black dandyism, which combined African and European aesthetics, as both a personal and political statement to assert individuality. Employing a literature review methodology, the study is structured into two main sections. The first provides a historical analysis of the origin and evolution of black dandyism and its influence on the identity formation of Afro-descendant communities in the nineteenth and early twentieth century. The second section focuses on the contributions of designers such as Stephen Burrows, Virgil Abloh, Pharell Williams, and Kanye West, whose work integrates Black heritage into global fashion narratives. By contextualizing these contributions, the article highlights the role of fashion as a powerful tool for cultural representation, affirming the transformative influence of black identities on the fashion industry while fostering conversation about self-expression, identity formation, and visibility. This study contributes an academic approach on current discussions leading up to the Met Gala 2025 exhibition “Superfine: Tailoring Black Style.”</jats:p>
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Fashioning Society: An Exploration of Collective Behaviour and Cultural Change Through Symbolic Interactionism
(Lithuanian Academy of Sciences, 2025)
Ambás, Gabriela
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The intersection of fashion, collective behaviour and the philosophical tradition of symbolic interactionism (SI) is explored through this article, highlighting how fashion serves as a key mechanism in social interaction and cultural change. Drawing from the intellectual tradition of SI, developed by Mead and Blumer, this study demonstrates how fashion facilitates collective adaptation and construction of meaning in a cultural landscape that is continually changing. Fashion is analysed not only as a vehicle for individual expression but as a significant social object that embodies symbols, signs and shared meanings. Through social interaction, these meanings are constructed, deconstructed, and continuously reshaped, influencing both personal identities and broader social structures. By analysing fashion’s role in collective selection and its potential for societal transformation, the findings of this article reveal fashion’s capacity to introduce new cultural models, challenge established norms, and guide upcoming social dynamics. These insights highlight how fashion holds a relevant influence in shaping cultural imaginaries, constructing collective meanings, and driving social change. ©The authors ©Filosofija. Sociologija ©Lithuanian Academy of Sciences.
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Exploring Video Podcasting in Fashion Branding: A Comparative Study of Chanel and Nude Project
(Springer Nature Switzerland, 2025-10-18)
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Isabel Garcia Hiljding
<jats:title>Abstract</jats:title> <jats:p>Video podcasting has become an integral component of digital marketing strategies, particularly in the fashion industry, where brands strive to create immersive and engaging content. This study investigates the use of video podcasting as a branded content strategy through an analysis of two contrasting cases: Chanel and Nude Project. Using quantitative metrics such as episode frequency, duration, and audience engagement (e.g., views, comments, likes), alongside qualitative analyses of narrative frames, the study identifies key strategies employed by these brands. Chanel’s podcast, CHANEL Connects, focuses on cultural and artistic inspiration, reflecting the brand’s luxury ethos through minimalist production and intellectual discourse. In contrast, Nude Project’s podcast adopts a dynamic and prescriptive tone interviewing experts and placing emphasis on personal growth and community-building to resonate with its youthful audience. Despite their differences, both brands utilize video podcasts to enhance their narratives, showcase products, and engage their target demographics. The findings underscore the unique potential of video podcasting to bridge the gap between entertainment and marketing, offering measurable engagement and visual storytelling opportunities. This paper concludes that video podcasting is not merely a trend but a transformative medium for strengthening brand identity and fostering deeper consumer connections in the digital age.</jats:p>
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The evolution of the podcast as a marketing tool in fashion luxury brands
(Universidad Panamericana, Escuela de Comunicación, 2023)
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Garcia Hiljding, Isabel
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Universidad Panamericana. Campus Ciudad de México. Escuela de Comunicación
March 2020 changed the history of the world. And it also changed the fashion luxury industry. A virus attacked the whole world, whole nations were in look down and time stopped. This study’s aim is to examine how the brands used their podcasts as a marketing tool during the periods of pre-COVID and post-COVID. The four selected fashion luxury brands were: Chanel, Hermés, Dior and Gucci. Additionally, this study also aims to identify the frames, the longevity, the duration, related media and the language used and to compare them before march 2020 and after in order to understand how the podcasts are becoming a successful strategic marketing tool for luxury brands and if these brands have changed and modified their content due to the pandemic. In conclusion of the study and after analyzing the four podcasts of the world’s leading fashion luxury brands, it can be said that we have not detected significant changes in the way the podcast is managed by the brands or the content broadcasted, between pre- and post-COVID episodes.
36 146
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Editorial [al año 5, número 1 de la Revista Panamericana de Comunicación].
(Universidad Panamericana, Escuela de Comunicación, 2023)
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Universidad Panamericana. Campus Ciudad de México. Escuela de Comunicación
Escribo este editorial cuando el cantante Pharrell Williams se ha convertido en el director creativo de la línea de hombre de Louis Vuitton. La marca de lujo más grande del mundo no ha buscado a un diseñador con experiencia y técnica sino a una mega estrella que está en contacto con otros mundos. De hecho, la Maison se denomina a sí misma como una marca cultural. La firma francesa con más de un siglo ha entendido que no vende ropa ni accesorios, sino que vende pro-ductos culturales capaces de conectar con identidades y estilo de vida. Con este enfoque, nuestra revista ha buscado reflexionar y discutir desde la academia sobre cómo las marcas de moda y lifestyle están comunicando y conectando con sus potenciales clientes dentro del panorama social, cultural e incluso político. Estamos orgullosos de las ocho investigaciones que se han realizado en la sección monográfica y de cómo la universidad Panamericana está impulsando la investigación académica de la moda desde la perspectiva de la comunicación. Han intervenido 10 investigadores de 4 nacionalidades: México, España, Suiza y Brasil.
13 203
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Study of Spanish Brands on Sustainability and Reputation in the Fashion Sector
(2022-02-08)
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Grilec, Alica
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Sejdini, Mirjana
A company’s reputation is heavily influenced by sustainability. Furthermore, the recent pandemic has made us more aware of the social dimension of sustainability. Herein, fashion brands also have a role in collaborating and generating a positive impact on society. Hence, the focus of this paper is to examine if sustainability is associated with a company’s corporate reputation among real customers. An analysis of 10 Spanish fashion brands has been conducted, measuring the impact of sustainability on their corporate reputation. Data for this study was collected by surveying 500 Spanish consumers online and quantitative analysis was performed with Partial Least Squares (PLS) v.3.2.7 software. The empirical study does not validate that sustainability positively affects the reputation of Spanish fashion brands, while companies were evaluated negatively when it came to social responsibility or enhancing society. Nevertheless, the company received positive feedback on its environmental stewardship. The other results show that reputation does have a positive effect on trust. It is the most significant direct effect that occurs in the present study. Also, trust has a positive impact on loyalty in Spanish fashion brands.
Scopus© Citations 2 40 1
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The Power of Consumers on Social Media: A Case Study of Balenciaga’s Crisis Communication
(2023)
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Ambás, Gabriela
The French luxury brand, Balenciaga, recently faced its most important communication crisis. On November 16th 2022, the brand released its holiday gifting campaign featuring children surrounded by sadomasochism-inspired teddy bears/handbags and received immediate backlash from the public, who accused the brand of sexualizing children and promoting pedophilia. The outrage went viral on social media - mainly on Tiktok - with the hashtags #burnbalenciaga and #cancelbalenciaga, which have accumulated more than 300 million views. Balenciaga suffered an incalculable damage on its reputation, having two flagship stores vandalized and a viral online boycott. This investigation follows the case study methodology, by analyzing the timeline of events, the brand’s statements and response, the viral effect of the boycott on social media and the ultimate affectations that the brand underwent due to the crisis. The conclusions reveal that on one hand there are some social anethical boundaries that not even well-positioned and beloved brands can afford to cross, and that slow, unclear and unaccountable answers compose a terrible strategy of crisis management, and on the other hand, the power of consumers on social media has gained enough strength to damage brands like Balenciaga.
Scopus© Citations 3 67 1

Gargoles, Paula

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