Though Vanessa Friedman concluded Jaden Smith wearing women’s wear for Louis Vuitton saying that we are entering the age of wear what you like, clothing norms and traditions have held on to the mass consumers. In the A/W 2015 campaign, Dolce & Gabbana paid tribute to mothers with its signature theme. The ads feature not one or two, but several generations of couture-wearing models – from Grandparents to the newest born babies, entirely dedicated to celebrating motherhood and the love of family by depicting natural scenes at a family gathering. As Susan Kaiser concluded in her book, clothes are public signals about how to read individuals, the A/W 2015 Dolce & Gabbana displayed full skirts and cinched waists with abundant of lace and florals to emphasize the ultra- feminine shapes. And on the textile design, many garments were emblazoned with words in French or Italian “I love you, Mom!” or had children drawings printed on.
However, fashion ads never escapes the criticisms from feminists that advertisement dehumanizes and demeans women- turning them into sexualized objects and proffering unattainable images of beauty that most often, young, white, thin women’s bodies are represented and consumed in hegemonic cultural disclosure. And unfortunately, this campaign partially fits into the definition that were mentioned in Kaiser’s book. For what it worth appreciating, this campaign paid endorsement of women, stated the indispensable position of women in the family and the fashion, truly beautiful with detailed gender coded symbols but not sexually seductive or cheap.
Maybe critics may considers this a little traditional, the campaign is undeniably fun and cheerful. Surely most consumers would notice first and found their engagement to this modern family portrait full of love and unity.