Stylistic systematisation of characters as a tool for visual narrative identity formation in fashion communication
DOI:
https://doi.org/10.30857/2617-0272.2026.2.3Keywords:
multilevel analytical model, brand semiotics, digital embodiment, symbol morphology, archetypal structures, hybrid visual environment, brand communication strategiesAbstract
The character increasingly functions not as a secondary identity element but as an autonomous aesthetic system shaping stylistic codes and compositional logic. However, research lacks an integrated model that explains its impact on fashion design processes. The purpose of this study was to develop a multi-level stylistic systematisation of characters and to define their influence on compositional modelling in digital contexts. The methodological basis consisted of a combination of systemic structural analysis, semiotic approach, comparative typology, elements of morphological analysis of form, and modelling of conceptual structures. A theoretical model was proposed in which the character was interpreted as a multi-layered structure ensuring visual integrity. The model included three interrelated levels. The technological level defined morphology and modes of embodiment, from static graphics to interactive digital formats. The semiotic level identified archetypal foundations and cultural prototypes, including both historical figures and digital avatars. The functional level determined the character’s communicative role as a symbolic representative, expert mediator, or stylistic dominant within brand strategy. The study substantiated the transformation of the character from a passive sign into an autonomous aesthetic mediator between digital environments and physical fashion design. It demonstrated that spatial and temporal characters generate new approaches to composition, silhouette, and form dynamics, influencing contemporary fashion trends. The findings can be applied in fashion design practice, brand strategy development, digital collection creation, and design education
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