Head Games: Exploring the Symbolic Uses of Heads in Fashion Shows

The study explores the symbolic uses of heads in fashion shows, multifarious influence and the cultural/historical symbolism that it holds against a multiplicity of representations, sites, and registers: religion, art, fashion. In following the evolution of uses of heads from its birth as a dread form of punishment and tool of terror to implications and representations by media and consumer culture in today's society, the research applies an in-depth analytical approach. The transformation of this motif and the influence on societal norms and values turned toward this motif in the respective historical periods and cultural contexts have been methodically analyzed. Illustrating that while decapitation has forever provoked a reaction from revulsion to fascination, these days it is rebooted as a provocative symbol in fashion and art, often straying between cultural tribute and tastelessness. An example of this research is the study that seeks to describe cases whereby fashion brands like Gucci and Balenciaga were using images of beheading in a bid to illustrate the thin line between creative freedom and cultural appropriation. A sensitive approach needs to be paid to the use of such potent symbols, which includes the possibility of respect or offense, depending on the context of use. This makes the study relevant in its contribution of understanding how re-interpretations of historical symbols are done in contemporary culture and, respectively, the influence they have on issues of identity and ethics in the strategy of global marketing. This study extended the academic debate about the cultural symbolism by providing useful insight to practice by brands on how to manage the perils cultural representation may pose in a global market.