Abstract:

The need for socialization of mankind has evolved in a different direction, along with the widespread use of mass communication means. The individual who tries to understand himself and the world in which he lives has become part of society and the universe in which he lives, by pursuing his knowledge, by spreading the information he acquires more quickly and effectively through the media environments. The rapid development of technology has changed the form of traditional media, as in many areas, and has moved the individual from a passive consumer position to an active producer position. Therefore, the rapid change of the traditional media concept and the active role that computers play in the media environments has also created different alternatives in digital mechanics. The new media concept that comes to us as the sum of these alternatives is a general name given to the environments that computers cannot be created without the power of processing. The new media, which is often digital, offers the possibility of interaction between the target audiences. Luxury fashion clothes, known to belong to a particular collection, are more likely to meet the expectations of their consumers by taking advantage of the opportunities offered by the new media with the advanced technology. It is known that the concept of color is important in the current capture of luxury fashion brands through the new media. In this study, two luxury fashion brands were studied taking into account the winter creation of 2021-2022. The study aimed at studying the effects of the colors they use in the designs of the luxury brands called the top segment of the fashion industry in the new media designs from the current perspective of human psychology.

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