I compared reviews of Dries Van Noten runway shows from 2000-2014 using the stylecom_reviews dataset from the Harvard dataverse. (In 2000, Style.com was founded by Condé Nast and launched as the online supplement for their print publications Vogue and W and hosted original content.) I limited the documents in the corpus to Belgian brand Dries Van Noten with the hopes of seeing how the collections, and critics’ impressions of them, changed over time. Since the founder and brand’s namesake, Dries Van Noten, remains the only Designer/Chief Creative Officer in the label’s history, the interwoven brand and designer ethos allows one to consider this more of a single body of work, a continuous expression through fashion design, than a corpus composed of reviews of multiple brands or multiple designers.
Before diving into the experience, I want to expand on the nature of the documents in the corpus, and what a distant reading of them may reveal. Given that these are reviews of collections, it’s important to clarify the role of criticism in fashion. In May 2023, Robin Givhan, Senior Critic-at-Large for the Washington Post and Pulitzer Prize winner for criticism, said to Interview Magazine, “The role of the critic, whether it’s a critic who’s writing about fashion or visual arts or music, is the same. It’s to try and help the reader forge connections, to look at things in a different way. It’s to help them to navigate a fire hose of information and ideas, to provide a framework for thinking about the subject matter.” Let’s consider the reviews as the critics’ efforts to contextualize the collection and show experience for the reader, and not a direct expression from the designer.
I saved each review as a text file and uploaded them all to Voyant. What follows attempts to describe Dries Van Noten’s design leanings through criticism at a high level while also capturing how his expression morphs over time.
Most Frequent Words:

The first few most frequent words may not be a surprise, as one might expect reviews to reference the brand and designer names, a collection, and show by nature of the subject. It could be interesting to take up a comparative analysis between designers to see if critics refer to designers or brands as frequently, and how they do so, as that may indicate the perceived strength of a designer’s identity in their work.
A sense of clothing and design elements emerge, as well. Distant readers may understand Van Noten as a designer who embraces a number of visual styles (e.g., prints, gold, white, color, black) and techniques (e.g., embroidered) across a variety of garments (e.g. jackets, pants, coats, skirt/skirts, dresses) with common design or styling elements (e.g., long, high, shapes).
Distinctive Words:
While the most frequent words in the corpus propose a general design identity, the distinctive words reveal unique design choices, inspirations, and impressions across individual collections and shows.

Contexts:
“Like” is among the most frequent words in the corpus, and I wanted to understand if it was used in any comparisons or just to list examples. Taking a closer reading of the text reveals a number of compelling comparisons that contextualize design and show elements to the reader.
Simile:
- the front of the body like a religious garment (Fall 2002)
- had a well-loved feel, like a beautiful gold couture piece (Fall 2003)
- characters on this runway looked like refugees from the Mitteleuropean 1940s (Fall 2005)
- particularly stunning were the prints, which looked like old tapestries (Spring 2005)
- It’s that kind of research and informed reflection that makes a Dries show like a visit to a glamorous library (Spring 2012)
- [To compare the marriage of luxurious, soft, beautiful fabrics with hardy, rough, structured ones in the collection.] It was just like the royal family (French, Russian, pick another) disguising themselves as peasants in a futile attempt to escape the revolution (Spring 2014)
- Daiane Conterato’s resolute little face looking like she was ready to flamenco (Spring 2014)
The exercise offered an interesting interrogation of the visual, tactile, and audible experience of seeing clothing and attending a fashion show given that I didn’t look at images from the shows, and readers may have only be presented a handful when these reviews were first published. I thought about A Massively Addressable Object by Michael Witmore in this week’s readings where he asserts that “a text is a text because it is massively addressable at different levels of scale.” For this analysis, there is validity in comparing this corpus with another designer’s as a single word (e.g., gold, prints, shapes, embroidered, organza, mousseline) can convey great detail about the subject.
Works Cited
https://en.wikipedia.org/wiki/Style.com
Interview Magazine, 12 May 2023, https://www.interviewmagazine.com/fashion/robin-givhan-on-the-state-of-fashion-criticism-in-2023. Accessed 22 Oct. 2023.


















