African Luxury Branding: From Soft Power to Queer Futures

This book explores the discursive strategies deployed by African luxury brands in an age of cross-platform, intertextual branding, combining critical race, queer, and decolonial analytical approaches, visual analysis, and multimodal discourse analysis. It demonstrates how these brands create visual material that speaks to complex sensibilities of culture, nature, and future, revealing ethical and ideological messages that re-position Africa in the global marketplace. It also problematizes the role these brands play in promoting luxury discourses and advancing capitalism, contributing to broader patterns of inequality.

Format: Hardback
Length: 122 pages
Publication date: 28 October 2022
Publisher: Taylor & Francis Ltd

In a captivating exploration of the intersection of critical race, queer, and decolonial analytical approaches, visual analysis, and multimodal discourse analysis, this groundbreaking book delves into the discursive strategies employed by African luxury brands in the era of cross-platform, intertextual branding. Drawing upon a rich body of literature that examines the aesthetics and politics of African luxury, this book showcases how leading African luxury brands craft visual material that resonates with the intricate sensibilities of culture, nature, and the future. Through meticulous analysis, Iqani unveils how powerful brand narratives and strategies convey ethical and ideological messages, effectively re-positioning Africa in the ever-crowded global marketplace of ideas. Recognizing the significant political validity in acknowledging the importance of African brands carving their niche in luxury, this book also critically interrogates the role these brands play in perpetuating luxury discourses, contributing to the advancement of capitalism and their role in broader patterns of inequality.

Shedding new light on not only luxury branding strategies but also on the concept of a luxurious global "Africanicity" and the intricate cultural politics of South Africa, African Luxury Branding is a must-read for advanced students and researchers in disciplines such as Critical Advertising Studies, African Studies, Media and Communications. This book offers a profound and thought-provoking exploration of the complex interplay between luxury, identity, and power, providing valuable insights into the ever-evolving landscape of global branding.

Weight: 400g
Dimension: 216 x 138 (mm)
ISBN-13: 9781032129617