Marketing Code-X

Feral & Feline

Image for Feral & Feline

Kendall Jenner for Burberry

The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

The object of study in semiotics is not the signs but rather a general theory of signification; the goal of each “audit” is to build a model demonstrating how meaning is produced and received within a category or cultural territory. Signs on their own, therefore, only become truly revelatory and useful once we’ve sorted them into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

Hermes 2022

FERAL & FELINE” NORM: Tap into your inner wildcat. Stalk your prey, go after exactly what you want without remorse.


FERAL & FELINE” FORMS: Women (often, not always) crouched and posed in cat-like postures. Not housecats, though — panthers, tigers, leopards. Apex predators. Sly, self-contented facial expressions.

From a 2022 study of the US Luxury space — across categories.

Tags: Accessories, CODE-X, Fashion, Luxury