Semiotic Visual Analysis of Avant-Garde Fashion Designs in Ghana

Purpose: This study tends to appreciate the artistic and philosophical underpinnings and symbolic interpretation of some avant-garde design samples from the creative artist’s perspective. It also explores the familiarity, acceptance or otherwise of Ghanaians on Avant-garde artistry, practices, and culture based on the experiences of a Ghanaian avant-garde artist. Methodology/Design: Through a qualitative strategy and a case study design, the study employed a semi-structured interview, observation, photographs and video, among other instruments to gather data from a participant. This was achieved by investigating the experiences of an avant-garde fashion designer who also practices avant-garde as a lifestyle in Ghana. Some design samples were selected, and a semiotic visual analysis was conducted. Also, data gathered from participants’ experiences in living an avant-garde culture in contemporary Ghana were then analysed to ascertain the level of acceptance of avant-garde arts and culture in Ghana. Findings: Avant-garde being a cross-disciplinary concept, is a proponent of conceptual art that gives artists unlimited freedom to explore diverse tools, materials, techniques and medium as a form of self-expression. The avant-garde concept transcends cultural norms and boundaries; however, it is faced with vehement contention and resistance from most conservative Ghanaian traditions and cultures. This has subjected avant-garde practitioners to ridicule, crime-tagging and stigmatisation socially, and has also become a limitation in terms of exploration and innovation in the field of art. The design samples gathered in the study addressed these concerns as well as other issues such as health, marriage, and politics among other socio-cultural concerns. Practical and Social Implications: Based on the experiences of an avant-garde artist, the ill-reception and perception of avant-garde arts and culture serve as a security threat to practitioners due to the association of eccentric appearances and non-conventional appearances with crime. This leads to wrong targeting, stigmatization and victimization among other socio-cultural challenges. Again, in the field of art, it limits exploration, innovation and creativity, and by extension, discourages budding artists from practising avant-garde in Ghana. On the other hand, the designs serve as a source of inspiration, reference or design template for other avant-garde designers, as well as an avenue to express one’s artistic views, philosophies and opinions. Avant-garde fashion being a global phenomenon, also creates a cross-cultural milieu which transcends traditional or indigenous boundaries. Therefore, understanding the concept of avant-garde fashion encourages tolerance, subjective and divergent views or opinions on socio-cultural issues. It is also a niche for people who hope to shape the future of fashion design, with their unique innovations. Originality: This study is among the first and few to analyse the physical features of avant-garde designs in Ghana and their contextual symbolism. Art appreciation takes into consideration not just the visual elements and principles of design inculcated in the design samples but also focuses on the relevance of the concepts and draws a link between the philosophy and the socio-cultural Ghanaian setting.