The book studies the way the luxurious fashion develops re-presentational politics by reinvesting symbolic fields such as art and culture, religion and the sacred as well as politics, in other words fields that represent a certain common pattern of life and a common interest. I develop a semiotic approach of the way art exhibitions, print and audiovisual advertising, publishing and distribution politics as well as special ready to wear collaborations with arts such as Jeff Koons reveal the fashion industry�s gesture of pretending being a non-commercial structure especially in order to cover up its industrialisation and banalization process

Eleni Mouratidou is a Lecturer and Research Director at Paris 13 University and the LabSIC in France. Her research focuses on the processes of rewriting and of societal representation, with an emphasis on the framework of commercial mediations.