ARCHETYPE, PROTOTYPE AND STEREOTYPE IN FASHION AND LUXURY

A prototype, or proto instance, combines the most representative attributes of a category.

It is the member that stands out in a category and acts as a cognitive benchmark related to whom the other “poorer” members are categorized.

A fashion design object is, by nature, a prototype.

A bag by legendary Italian fashion designer Gucci, is, in itself, a prototype.

A stereotype is, instead, a negative caricature of certain positive traits possessed by members of a group, exaggerated to the point of becoming detestable or ridiculous, or, conversely, the positive exaggeration of characteristics which would, in themselves, be negative.

Typical examples are fake branded items. There are a few tips to keep in mind to spot whether the item is real (prototype) or fake (stereotype). For a Gucci bag, for instance, one should check the material (in most models, the handles and finishes must be in leather, not plastic) to see if the handles are not wrapped or if the dust bag is in satin brown and contains the monogram.

The archetype is sometimes used in philology to indicate the original drafting of a work or the oldest original text.

Artistic creation is an archetype.

In this case, it is the original project, the “fashion sketch” of the Gucci bag, crafted by the creative mind of the designer who conceived the model and then drew it on a piece of paper.