A week ago I was hanging around a retailer’s shop when I glanced at a corridor with several clothes with printed Emojis, these instantly grabbed my attention and I felt curious about what kind of Emojis were chosen to be sold to the costumers. My first reaction was to take a closer look, I felt identified with some of these but others made me wonder: I would never wear these, so who else would?

image1At first I considered it bizarre to think about an Emoji Fashion fever in clothes actually happening (specially among teenagers). Since childhood we were used to see this kind of articles with printed stuff, for example Disney characters or classical cartoons. We enjoyed wearing them as casual clothes due to this identification with them, now people are wearing Emoji clothes to feel this similar bond.

Branded Emojis

The use of emojis in the digital platforms is increasing every time, according to Swyft Media, “41.5 million messages and 6 billion emoticons or stickers are sent around the world everyday…”, our ways of communication are constantly evolving to become more immediate and even more efficient.

One of the most relevant facts is how companies have decided to take all this Emoji fever to the next level. There is a relation with brands using emojis for engaging with their users and receiving a positive response from the users towards the messages, one example for this is the Domino’s Pizza new “Easy Order Service” in which pizza could be ordered just by texting a pizza emoji, as simple as that:


Image source: cw39.com

Sending a little pizza Emoji carries the same message as if it was expressed through a phone conversation with the fast food employee: I want pizza and I want it as soon as possible.

Some other brands had used them to commemorate important dates or events as for example Bud Light did for the 4th of July, which gained a good number of RT’s and Fav’s:


Image source: MarketingNetwork.ie

With three different Emojis stick together forming a flag, Americans felt empathic and patriotic about a whole national celebration.

Furthermore, we can see the emoji fever rising not only among brands but in our personal daily lives. In past lectures we have discussed the reasons why we tend to wear big brand printed clothes -big enough for people to see-, we are being true and faithful to our brands everyday.

More than words

One emoji as one single image can express a lot more than words. Wearing Emojis as if they were brands tells us about the evolution of a particular language which involves feelings and therefore a common message within a globalized community.

I consider this Emoji Fashion will end up becoming obsolete as most of the trends do and we will see them disappear from the stores in a near future, but the fact is that Emoji communication will still be the option to fill the blanks when words just aren’t enough.

8 comentarios en “Emoji Labelled

  1. I think emojis nowadays are so popular that we feel they can truly express our facial expressions or reaction digitally. They make digital communication more realistic.
    Imagine communicating on whatsapp, fb, instagram etc… without emojis, how boring and dull would that be? It’s one of the reasons we’re so into chatting, we can express ourselves and let others feel the tone we’re using.

    I think emojis branded clothing would look cute and interactive as a lot of people would relate to and identify with the icon printed on the t-shirt.

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    1. I agree with you Houry! As I already mentioned, they have already replaced words and may contain endless meaningful significance to one’s communication. That reminds me of an example about using emojis in social networks, in Instagram or Facebook, when you upload a picture and you think about a title, using emojis will always enhance the whole meaning of the picture even if it doesn’t include text. Speaking about emojis in fashion, I think teenagers in general would feel this identification with them due to their life being strongly influenced by social media.

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  2. I think that is also part of the Pop culture, the emojis has become so popular that now these ideograms are part of our daily communication.
    The implications for marketing are very interesting, the last week for example, Starbucks created the red cup emoji and they filled the Internet with their communication about the Christmas cups that each year they make to celebrate this holiday.

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    1. Thanks for sharing! Good point you are mentioning here, the emoji customization is a crucial part of the ideogram communication for the brands. It causes a mayor impact upon the identification of the costumers with the brand, plus it provides a more memorable message to the users for them to unconsciously relate the emoji to the brand in the future.

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  3. Nice article Fernanda ! Personally I don’t like wearing clothes with distinctive signs, maybe because I’m too shy and not very original!
    About emojis in general, it is true that they allow to fill a blank when one does not know what to say, I recently saw that they will market special “emojis” keyboards! The human being doesn’t want to lose more time thinking about how to develop their thoughts, the human being is always in a hurry, the emojis allow him to go faster, not to think too much. Society today is for me more more assisted … It is a pity!

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  4. very interesting on thinking about the message behind the Emoji, but what i am interesting is how to ensure everyone are receiving the accurate messages from the sender. i mean there is no one had defined the meaning or message about those emoji, apart from those ‘common’ emotional emoji. As you can say a emoji of Pizza can be I want a pizza now, but it can also define as i am eating a pizza right now. furthermore, there is emoji of High five in most of the social network, but there is some Chinese use it for some terrible issues as the massage of praying.


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    1. Hi Sammi, I understand your point, of course it depends on the scenario and the culture of course, their meanings can get to be even “subjective”. My ideas are basically referring to a general belief, taking in consideration that messages can be distort always depending on the receptor. Thank you for the article, very interesting about emojis in different cultures!

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  5. I remember when you took that photo in store, never thought you would be using it in an article ! that is very original. I like the topic, we use emojis everyday in every conversation we have nowadays, it makes expressing feelings like laughter, happiness and sadness easier. Personally I found the sweater rather cool but I don’t see myself wearing it.
    But as you stated teenagers of certain age would probably like wearing it as in conveys their personalities more than us.

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