The "Virgil Abloh Effect" : a metamodern conceptual fashion framework using transcreative practice and transmedia communication to expand aesthetic cultural boundaries : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy, School of Design, Toi Rauwharangi College of Creative Arts, Te Kuenenga ki Pūrehuroa Massey University, New Zealand EMBARGOED until 6 Sept 2026

Abstract

Virgil Abloh was a contemporary creative phenomenon who disrupted conventional elite fashion structures (high culture) by using ‘streetwear’ (low culture) to expand Black cultural legitimacy. This research coins the ‘Virgil Abloh Effect’ theory – defined as a method or practice that describes how Abloh was able to achieve the destabilization of the luxury system, whereby he engaged the use of transmedia communication and transcreative practice to establish new mainstream aesthetic and cultural norms at the nexus of fashion, art and music.