THE INFLUENCE OF FASHION ADVERTISING DESIGN ON BRAND IDENTITY

Abstract

IFashion advertising design has exerted a significant influence on brand identity in Vietnam, particularly when
examined within the context of major transformations in visual communication over the past two decades. A
review of this developmental period reveals the emergence of distinctive visual signatures among fashion
designers as well as recognizable identity markers across ready‑to‑wear brands. The years 2005‑2015 ‑ often
regarded as the golden age of Vietnamese fashion magazines ‑ were especially crucial, shaping aesthetic
preferences, cultivating designers' personal styles, and stabilizing the visual language of numerous domestic
brands. Rapid advancements in digital communication technologies have substantially altered audience
engagement with advertising, shifting attention toward social media platforms, short‑form content, and
motion‑based imagery. These changes require fashion advertising to innovate continuously in both conceptual
and visual approaches, particularly through short videos and animated formats. Nevertheless, strong brand
identity remains grounded in core aesthetic principles and stable visual codes. Within an increasingly volatile
media environment, brand identity continues to serve as a vital anchor, preserving coherence and
distinctiveness in the visual landscape of Vietnamese fashion.