The question of authenticity in recoveries in post-conflict zones

In most of military conflicts the cultural heritage is being deliberately destroyed. Two main aspects of its destructions are direct and indirect. In the direct destruction the tangible aspects of the monuments are being damaged or destroyed, while indirect destruction of the monument attacks its values – its general context (for instance during the significant demographic changes in the region where the monument is situated, or during the changes of the ideological climate, etc; the monument physically is not changed but its meaning does). When it comes to the recovery of monuments in post-conflict period, most often there are multiple issues. Sometimes the monument can be perfectly restored in its physical aspect, but its intangible aspect (its significance) can remain deformed, which, consequently, affects the perception and the interpretation of the monument. In what measure this incomplete recovery affects the entire monument? Recently in monument protection domain the question of authenticity is being raised, particularly now for the occasion of 20th anniversary of Nara Document on Authenticity, and it is the focus issue of this paper in context of military-conflict related cases. The paper focuses on the case studies of performed recoveries of important monuments in post-conflict zones and it analyzes the success of these recoveries pointing out the authenticity. It also turns on the what way the communities should contribute to the recovery of damaged recoveries (the Nara Document emphasise the importance of social inclusion in the monument protection). The paper features the case studies trying to interpret different aspects of a monument: its material and intangible aspects and their relation. Other documents that this paper relies on is the International Charter for the Conservation and Restoration of Monuments and Sites (the Venice Charter), World Heritage Convention, Operational Guidelines for the Implementation of the World Heritage Convention etc.

Fashion films as a new communication format to build fashion brands

The consolidation of collaborative video platforms such as YouTube and Vimeo in recent years has significantly changed the way fashion brands communicate with their audiences. Fashion films have emerged as a new and revolutionary tool adopted by luxury brands at the start of the XXI Century to construct their brands. A sample of 62 fashion films from 2006 to 2016 was analyzed in order to describe fashion film’s anatomy and its main characteristics that constitute an especial type of branded content, originated by brands in their quest for exclusivity and authenticity. As a distinctive type of experiential marketing mostly used by luxury fashion brands, they would become a new communication strategy for mainstream brands, but also allow the discovery of a profound connection with consumers through audiovisual narration.