Communication Strategy of the Brand VANESSI
Theoretical Foundations of Communication in Fashion Design
In fashion design, communication is understood as the process of creating and transmitting meaning between the designer and the audience. Design is not a static object — it serves as a mediator through which ideas, values, and emotions are conveyed.
Within the framework of theories presented in the course Communication Theory: Bridging Academia and Practice, the designer uses visual codes (shape, color, texture, posture, fabric composition) to construct a message.
The audience interprets this message through its own cultural and psychological experience, activating key elements of communication: Encoding — creating a visual message through cut, color, and composition. Channel — the medium through which the brand transmits meaning (social media, visual content, advertising). Decoding — how the consumer perceives and interprets the visual message. Context and noise — factors influencing interpretation (social attitudes, self-esteem, body image trends).
Product sketches, brand «VANESSI», 2025
According to Stuart Hall’s encoding/decoding model, meaning is embedded into the swimsuit image through form, color, and visual accents, yet the viewer may interpret that meaning differently. Therefore, VANESSI takes into account the cultural context, self-perception, and emotional needs of women with curvy bodies, creating communication where acceptance and confidence become the central codes.
The ELM (Elaboration Likelihood Model) explains that persuasive messages can be conveyed through two routes: central — rational, emphasizing arguments such as fabric quality, ergonomic cut, and supportive inserts; peripheral — emotional, relying on visual imagery, atmosphere, and social approval.
In VANESSI’s advertising campaigns, these routes merge: visual storytelling featuring real women fosters emotional engagement, while technical details reinforce quality and reliability.
The brand also draws on Brown and Levinson’s Politeness Theory, avoiding face-threatening acts. Its communication style is free from pressure or comparison: VANESSI highlights women’s strengths, reinforcing their positive self-image.
From the perspective of Social Exchange Theory, the brand builds a mutually beneficial relationship: the customer gains emotional satisfaction, confidence, and comfort, while the brand gains loyalty and trust.
VANESSI’s communication follows the rhetorical logic — the goal is to create a meaningful visual narrative about self-acceptance rather than merely transmitting facts. Its design merges semiotic tradition (where symbols and visual forms carry meaning) with the socio-psychological tradition (focused on empathy and emotional connection with the audience).
VANESSI as a Mediator of Meaning: Brand Concept and Visual Narrative
Welcome to VANESSI — a brand that helps women with curvy figures look and feel their best during the summer. We believe every body deserves beauty, freedom, and confidence. Our swimsuits are designed to highlight individuality, not conceal it.
Brand slogan: «Live it, Feel it, Love it. This is more than a phrase — it’s a philosophy of harmony with oneself.»
1. Collections and Visual Language
Each swimsuit is developed with attention to different body types. The silhouettes emphasize shape without restricting movement, while materials provide comfort and assurance.
The brand’s visual identity is based on warm, natural tones — shades of sand, tan, and cinnamon. These colors symbolize naturalness, warmth, and femininity.
Advertising photography depicts models in genuine, spontaneous moments of leisure — by the sea, under the sun, in motion. VANESSI speaks in a visual language of joy, confidence, and acceptance.
Model wearing a brand product, brand «VANESSI», 2025
2. Emotional Message
VANESSI conveys the image of a woman who doesn’t strive to «fix» herself — she enjoys being herself. The shape, texture, and composition of the swimsuits become a visual metaphor for inner harmony.
VANESSI is not just a swimwear brand. It is a visual language of acceptance, created by women for women.
Brand «VANESSI», 2025
Professional Perspective: Structure and Strategy of the Visual Brand
VANESSI is an innovative swimwear brand designed for women with curvy figures. It integrates aesthetics, comfort, and functionality into a unified visual system.
Campaign of brand «VANESSI», 2025
1. Conceptual Advantage
VANESSI operates in the inclusive swimwear niche — a segment where design does not conceal but celebrates natural forms. Each swimsuit is created with consideration for body proportions, ensuring support and visual balance.
2. Design Approach
The brand’s designers combine expressive logic (emotional expression of confidence and joy) with conventional logic (adherence to quality and comfort standards). This results in products where fashion becomes an instrument of psychological support.
Steps of swimsuit creation, brand «VANESSI», 2025
3. Assortment and Development
VANESSI plans a gradual expansion of its collections: — introducing new color palettes and cuts; — launching accessories and beach sets; — building a community that unites clients through the ideas of self-acceptance and confidence.
Digital product model, brand «VANESSI», 2025
4. Promotion Channels
The brand follows an empathic marketing strategy: — maintaining its own social media platforms (Telegram and others); — collaborating with bloggers and fashion communities; — using targeted advertising focused on real stories and authentic imagery. Through storytelling, VANESSI builds emotional engagement and trust.
Communication Principles and Practical Implementation of the Strategy
Message Segmentation by Audience
General audience: emotional, visual, and inspirational messages (peripheral route of ELM). Professional audience: rational, evidence-based, and analytical messages (central route of ELM).
Message Design Logics
Expressive logic: design communicates freedom, confidence, and pleasure in one’s body. Conventional logic: communication adheres to fashion industry norms — quality, aesthetics, and correctness. Rhetorical logic: creates a persuasive visual argument supporting the value of self-acceptance.
Social Exchange Theory
The offered values (confidence, comfort, aesthetic pleasure) outweigh the client’s investment, creating emotional loyalty.
Politeness Theory
Communication aims to maintain a positive «face» for the audience — one of respect, confidence, and inclusion. Each message emphasizes care, not pressure.
Craig’s Communication Traditions
Semiotic tradition: the swimsuit as a sign of freedom and self-love. Socio-psychological tradition: emotional impact and self-identification through fashion. Rhetorical tradition: persuasive visual storytelling about self-value. Cybernetic tradition: using feedback (reviews, UGC) to refine the brand’s visual language.
These theoretical frameworks form the foundation of VANESSI’s visual system, making its communication profound, intentional, and emotionally authentic.
*Notes - Instagram (owned by Meta, recognized as an extremist organization and banned in the Russian Federation). - All visual materials are used exclusively for educational and research purposes, without commercial distribution.
Brown, P., & Levinson, S. Politeness Theory. — 2009. — 312 с.
Homans, G Social Exchange Theory. — Rev. Ed., 1974. — 352 с.
Petty, R., & Cacioppo, J. Elaboration Likelihood Model (ELM). — 1986. — 192 с.
Hall, S. Encoding/Decoding in the Media Discourse. — 1973. — 163 с.
O’Keefe, B. Message Design Logic. — 1988. — 659 с.
Craig, R.T. Communication Theory as a Field. — 1999. — 161 с.
VANESSI Brand Presentation (Gezalova V., Zakirova A., Skorina M., Dipner M., Karandasheva A.)
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