Heritage and Contemporary Children’s Fashion: Case Study: The Repositioning of the Socio-cultural Values of the Brand Jacadi Paris (2006–2010)

Aude Guennec ()
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Aude Guennec: Glasgow School of Art, Design Innovation School

Chapter 8 in Fashion Heritage, 2022, pp 189-213 from Springer

Abstract: Abstract Echoing adult’s memories of childhood, the concept of nostalgia is intimately related to children’s material culture in the Global North. Children are educated in an environment referring to their family history, and that way, they shape their own identity. As a socialising medium, children’s dress code is used to reinforce this linkage and contributes to the specificity of children’s fashion. This is reflected in contemporary childrenswear, where a lineage of brands offers a cyclical reinterpretation of a timeless repertoire inspired by centennial styles. As part of this landscape of ‘heritage’ labels, Jacadi was created in 1976 and joined the holding IDKids.Community in 2005. This milestone coincides with a rebranding aiming to strengthen the DNA of this company. This chapter presents the process undertaken to establish Jacadi’s anchorage in the history of children’s fashion, thanks to the repositioning of its socio-cultural values and the identification of its imagined heritage. The articulation between storytelling, visual analysis and object-based research led to the creation of a consistent collaborative tool reinforcing the legacy of the brand. This reveals how consistent scientific methods can be used by the fashion industry to ground an emotional approach of children’s dress code aiming to bond the generations.

Keywords: ChildrenswearNostalgia; Storytelling; Branding; Fashion history; Jacadi (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/978-3-031-06886-7_8

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