Communication theory: FATA MORGANA fashion brand
A clothing brand whose primary inspiration is the natural optical phenomenon of the fata morgana, where objects «fade,» appear double, flicker, disappear, and then reappear. This is the basis of the brand’s visual and semantic language. The brand’s name alludes to the figure of Morgan le Fay. Like her mirages, which revealed unrealistic castles and ghostly cities, the brand creates clothing as a «magical optical illusion,» where objects become portals to other states and realities.
Communication theory in creative industries
For the fashion brand FATA MORGANA (their first collection about Lake Baikal), communication theory isn’t about «social media» but about how to anchor meaning so that audiences read their collection not as a collection of beautiful images, but as a coherent world: «optics, mirage, refraction, transparency as the boundaries of the visible, Lake Baikal as a living being.» In creative industries, a product’s value often arises in precisely the same way: a product becomes innovative when the viewer understands why it is what it is, what it says, and how it connects to a cultural context. Therefore, communication concepts allow us not to «spout beautiful words» but to manage the theme, what meaning will dominate, and how it will be conveyed through media, people, and platforms.
1 theory — framing
Managing the «reading frame.» The same visual can be read as «simply cold and beautiful,» as «art for art’s sake,» or as «a statement about nature/memory/illusion"—and it is the frame that determines where the interpretation will go. In our case, the frame should consistently return the viewer to the idea: Baikal is alive; ice as memory; light as material; transparency as the boundary of the visible.
left — without frame, right — with frame FATA MORGANA brand campaign
Baikal photos are the source of the frame: natural optics (cracks, inclusions, reflections) that the collection translates into fashion.
2 theory — agenda setting
The theme begins to be perceived as significant not in itself, but because it constantly appears in the public eye—appearing regularly, prominently, and in various formats. This is especially important for a new brand: if we say «Baikal is alive» once, the audience won’t have time to associate it with the brand and remember it as a key message. Therefore, the agenda needs to be built as a chain of repeated interactions: before the release—warm-up and anticipation (teasers of ice, light, and optics); at the moment of release—maximum clarity and concentration of the idea (campaign, manifesto, lookbook, where each image is a distinct natural phenomenon); after the release—reinforcing the theme through narrative development (backstage, details, explanations of materials, publications, styling, reviews, and collaborations).
The goal is to create anticipation and hook the topic without revealing everything
Before launch: repeated visual cues (teasers)
FATA MORGANA brand campaign
Pre-launch: teasers build anticipation and repeat the key visual cues (water, layers, light).
Launch: peak meaning
FATA MORGANA brand campaign
After release: repeated exposure in new formats strengthens salience and meaning.
Post launch
Social proof: a Telegram feature increases salience and reinforces the ‘Baikal is alive’ narrative.
3 theory — uses & gratifications
People consume content not «because they were shown it,» but because they need it. Some open a post for inspiration, some to understand the message, some to ensure the brand is «on topic» and recognized, and still others to gain specific benefits. Therefore, it’s logical for a fashion brand to think not in terms of a single «beauty» feed, but as a system: creating content so that each format meets a specific audience need.
This is especially true for FATA MORGANA. Some value pure aesthetics—a campaign as an art object, mood, light, and textures. Others need a story: why Lake Baikal is alive in the collection, what mirage is, how optics work, where the symbols come from, and why the clothes look the way they do. Still others seek confirmation of their taste and status—publications, collaborations, the participation of stylists, professional recognition. Still others value a sense of belonging: a community, a shared brand language, rituals, and engagement. The fifth ones need practicality — how to wear transparency, how to layer, what sizes to choose, how to care for the item and how it fits on the body.
Inspiration and story
1 photo — aesthetic: campaign as art & mood 2 photo — meaning: Baikal phenomenon → visual code
Communication becomes stronger when each of these reasons has its own visual language. For aesthetics, cinematic shots of light and fabric; for meaning, parallels between «Baikal phenomena → looks.»
Taste and community
Collaboration FATA MORGANA × BAIKAL MURANO: a shared object as cultural proof.
Signs of belonging: the audience not only watches, but responds and shares
Practical
BENEFITS: How to wear and how it works • Fit: Lengthens the silhouette and «draws» a vertical line—the strands visually elongate the neck and torso. • Layering: Can be worn in two modes—as a single accent layer or as a multi-layered «depth» (multiple strands). • Styling: Works best with cool textures and sheer layers; with a minimal base, it becomes the main focus of the look. • Care/Storage: Store hanging or in a separate case to prevent strands from tangling and getting caught in the texture
Practical content reduces uncertainty: fit, layering logic, styling cues, and care.
Presentation brand for a professional audience
Brand philosophy and positioning
Fata Morgana is a conceptual fashion brand developing its own visual language inspired by the natural optical phenomenon of a fata morgana — a complex mirage in which objects split, duplicate, flicker, disappear, and reappear. This visual principle becomes not just a metaphor but the technological and artistic foundation of every collection.
The brand refers to the archetypal figure of Morgan le Fay — the mythic creator of illusory landscapes and impossible cities. Like her mirages, Fata Morgana designs garments as a «magical optical deception, ” functioning as portals into alternate states and realities, capable of shifting the perception of the body and its surroundings.
Brand mission
To create fashion that speaks rather than merely dresses. Each collection is a visual statement rooted in natural, mythological, and cultural imagery. Fata Morgana views clothing as a medium between the physical body and its metaphorical states.
Brand color palette
1. Arctic and Spectral Blues - Ice Blue - Hyper-cold Aquamarine - Diffused Azure - Deep Blue-Violet (Abyss Blue)
2. Frosted White Textures - Frost White - Snow Textured White - Pearlescent White with a cold glow
3. Optical Shadows - Dark Sapphire - Indigo - Deep Ultramarine
4. Glass and Aquatic Accent Tones - Transparent Ice - Luminous Turquoise - Glassy Deep Blue
Possible brand packaging
Construction and technical design approach
Technical Principles
- Multi-layered patternmaking: double planes, offset patterns, zoned transparency - Shape-shifting constructions activated by movement: modular elements, hidden slits, kinetic detailing - Textile experimentation: thermoplastics, laser cutting, woven gradients, «digital shadow» prints - Materials with varied refractive indices to enhance optical illusion
Wearability & Function
Despite its conceptual direction, Fata Morgana designs maintain a balance between artistic expression and everyday ergonomics. Garments adapt to the body, respond to movement, and become dynamic objects — living mirages.
Brand values
- Poetic Technology — merging natural phenomena with engineering tools - Deep Narrative — every collection functions as its own story - Cultural Integration — references to myths, folklore, optical science, and the history of perception - Future-Oriented Thinking — progressive materials, transformable construction - Responsibility — upcycled fabrics, small-batch production, precision manufacturing
Product structure
- Main Line — conceptual collections forming the brand’s primary artistic statements - Diffusion Line — adapted pieces for a wider audience while retaining the mirage effect - Limited Art Editions — artisanal, small-run pieces at the intersection of fashion and art - Collaborations — special projects with artists, research labs, and cultural institutions
Target audience
- Individuals interested in conceptual fashion, art, and expressive design - Creative professionals: artists, designers, architects - International avant-garde fashion markets (Paris, Antwerp, Tokyo, Seoul, New York)
The brand as a perception system
Fata Morgana is not simply clothing; it is a tool for reinterpreting reality. The brand explores the thresholds of what humans see, feel, and imagine. Each garment becomes a portal into mythological, natural, and transitional states.
Vision for development
- Establishing an internal visual research lab for textile innovation and advanced construction - Developing AR/VR layers to extend the digital and physical mirage experience - Positioning the brand within major international fashion weeks as a conceptual leader - Strengthening production capacity with a focus on sustainable technologies
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