Heritage of Bauhaus: an analysis of its influence on fashion graphic communication

Abstract

This dissertation investigates the profound and lasting influence of Bauhaus design principles on contemporary graphic communication in the fashion industry. Despite its brief operation from 1919 to 1933, Bauhaus ideals of functionalism, minimalism, and the integration of craftsmanship with modern technology continue to shape visual aesthetics in fashion today. With the current industry emphasis on sustainability and innovative design, fashion brands are increasingly adopting Bauhaus-inspired values in their visual identities, resonating with modern consumers’ preferences for transparency and responsibility. By examining historical contributions from Bauhaus figures, such as experiments of Laszlò Moholy-Nagy and the color theories of Wassily Kandinsky, this study explores the influence of Bauhaus principles on communication in fashion. It highlights how these elements have been adapted in various media, from e-commerce platforms to social media, to enhance brand accessibility and consumer connection. Given the limited academic focus on Bauhaus’s role in fashion communication, this research seeks to bridge this gap by providing insights into how these design principles are integrated into contemporary fashion graphics, emphasizing their role in creating cohesive, inclusive brand narratives. In addition to the conducted literature review, a survey was undertaken to comprehend how perceptible the influence of Bauhaus on graphic design in fashion is to both audiences with prior knowledge of the topic and laypersons. The results of this research were remarkable, revealing an almost unanimous recognition of this connection. Moreover, regarding functionality and universal design — a core principle of Bauhaus widely applied in contemporary design — 100% of participants affirmed noticing its presence. In this way, this dissertation thus aims to contribute a critical perspective on the enduring relevance of Bauhaus in shaping the fashion industry’s visual communication landscape.