From Scotland to South Korea: Tilda Swinton, place, and otherness in fashion communication

Adopting an interdisciplinary approach informed by media, cultural, and fashion studies, this article critically analyzes the transnational representation of Anglo-Scots performer Tilda Swinton beyond her film roles. With close reference to imagery for Charles Jeffrey LOVERBOY, Pringle of Scotland, Mercedes Benz, and Chanel, together with Gentle Monster eyewear and Sulwhasoo skincare, I will examine how Swinton’s representation in space and place shifts between: of Scotland, through a decontextualized no-place, to relocation in a heritage-inspired South Korean context. I will argue that Swinton’s star-celebrity persona, combined with the use of space and place functions to create borderless visual narratives that maximize the aspirational appeal of her queer otherness.