Death & Digital media

Maya Angelou, Robin Williams, Joan Rivers. Winter hasn't even come yet and 2014 has already seen quite a few celebrity deaths. One of the most recent famous losses came this past Monday when fashion mogul Oscar de la Renta passed away. Having been interested in fashion for many years, I was saddened by his passing. I wondered how his fashion house would respond to this tragedy... I was disappointed.

Post by Oscar de la Renta.

This photograph was the only acknowledgement of Oscar de la Renta’s passing from the companies social media outlets. The same image was used on its Facebook, Twitter, and Instagram accounts. No description, just the photo. I expected more.

As melancholy as it may be, the death of the face of the brand is a critical moment in the brand story. This is a moment to invite fans into the fashion house, so-to-speak, and grieve with them. Sadness is a powerful emotion, and - while you surely don't intend to profit from it - it should not be neglected. 

My favorite celebrity epitaph comes from The Academy of Motion Picture Arts & Sciences after the tragic passing of Robin Williams. The tweet was simple yet poetic, and it appealed to people of all ages. It celebrated his life, his work, and shifted the focus from devastation to closure.

Of course, Aladdin hugging Oscar de la Renta would be weird. However, a simple post acknowledging how the company feels about their loss, a memorial video, or even adding a quote from Oscar to the image in remembrance of him would be more fitting than the lone photograph.

Genie, you're free. pic.twitter.com/WjA9QuuldD

— The Academy (@TheAcademy) August 12, 2014