Abstract

This article focuses on hyperreality as a phenomenon used in fashion communication. The paper elaborates on the philosophical approach of Jean Baudrillard towards hyperreality, and Georg Simmel’s ideas about fashion’s role in society. The continuity of these authors’ ideas in later works highlights their cultural longevity. From a philosophical perspective, both fashion and hyperreality derive from dualism. Jean Baudrillard defines hyperreality as a condition in which what is real and what is simulated are seamlessly blended together. Hence, it becomes complicated to distinguish them. Fashion, according to Georg Simmel, is also firmly based upon dualism – one power pushes us to bind ourselves to others while another pushes us to distinction. In fashion communication, hyperreality is often used to create a sense of desire and excitement around the brands and products. The effect of passion and the edge of reality combine and evoke many philosophical approaches. We discuss hyperreality as a new reality dialectically – looking for the opposing ideas that would contribute to answering the main question – do we unconsciously want to be deluded? This paper reveals the link between hyperreality as a philosophical approach and fashion communication uncovering the delusion as a human desire.