Scientific Journal of Pazhuhesh-e Honar

In the last decade, with the advent of the Persian carpet in the world of fashion, whether carpet designs in clothing or its woven parts in clothing, bags and shoes, the related vocabulary of carpets has expanded from the floor covering filed to the body covering field. As a result, domestic fashion has created new experiences in this field.  The global fashion is dominated by brands, which reproduces each value of its semantic system. Therefore, carpet fashion will not have the same discourse in internal and global fashion. Therefore, the questions arise that with what codes does the semantic system of Iranian and world carpet fashion create meaning? And how are Iranian carpets in particular and carpets in general used in the paradigms governing domestic and foreign fashion to intensify the function of clothing media? Therefore, this paper is based on the semiotic approach and in a descriptive-analytical manner, with an emphasis on global fashion in order to answer research questions. The purpose of the research is to discuss the dominant discourse of carpet in contemporary fashion in Iran and in the world. Research findings indicate that the global fashion system is an open and dynamic system and the governing paradigm is fashion which is the creator of content; conceptual, artistic, qualitative, or moral content. In the world fashion, the carpet forms the artistic discourse, and beyond that, a avant-garde fashion, postmodernism, is an art work that expresses and reflects the spirit of the era. The essence of the carpet (Design, texture, and structure) has become a code in the semantic system, according to the type of discourse; hence the visual form of the carpet is dependent on the content in question. However, the paradigm governing Iranian fashion is fashionism, and the prevalence of carpet in Iran has been the dominance of branding and commercialization, rather than a postmodernist movement to revive and redefine the traditional arts, and the Iranian fashion discourse is the discourse of welfare and wealth.