Fashion advertisement

The advertisement for Chic Jeans makes full use of the body to visually describe its product and makes it look attractive. The whole image showcases the body in a way that they can use to describe what the product is all about. The center of focus is what portrays the message the advertisers want to convey to the viewers. Human consciousness is what creates a perception of an object or a body, and this same idea is used to display the product. The model with one leg on the chair creates a perception associating comfort with the jeans and symbolizing style and glamour.

It is clear that the image creators knew exactly what they wanted for the best possible display of the product. The description of the advertisement could be related to the whole image. The creators consider the body as a perfect display for the product. They consider the body as a source of conveying information to the viewers and selling the product to them. The body represents what the title says,” The world’s best fitting jeans”. The use of the chair as a part of the centerpiece or the body with the model represents flexibility and comfort. “Embodiment may be physical, cognitive or emotional and refers to the processes whereby a person’s life experiences are literally incorporated into their body.” The same fact that the body has different ways of expressing a number of things is taken into priority by the creators. The focus is on using the body to its fullest to serve the purpose of a source of expression.

The whole positioning and posture of the bodies are symbolizing confidence, comfort, and glamour. Clothing is often a vehicle for making bodies appear gendered. Here, the body is used to represent a woman who appears comfortable and powerful. The body symbolizes one half of the society and highlights comfort and sexuality.


Krieger, Nancy. “Embodiment: a conceptual glossary for epidemiology.”

Journal of Epidemiology & Community Health 59, no. 5 (2005): 350-355.

Interpretation of Intersectionality

Societies across the world contain various unique cultural value system that in most cases are discriminative to certain members within it. The social ranking of the society in the world tend to uphold certain racial, class, gender, economic, social and religious classifications over others, and as such, continually create avenues through which people can be discriminated upon. In the west the society for most of its historical context has always exalted the male white man over other people women, children, and cripples, are subject to male laws and way of life. Additionally, aspects such as race, wealth, culture and religion play an important role in the male white man’s society. in the west the typical male white man has upheld certain Christian values that in turn tend to sideline all others who do not adhere to them, difference in cultures also play an important role as it further creates an new avenue to uphold discrimination and present a form of separation, class and gender also serve to divide people and the more money a person has the more influence they get with regards to their needs and wants, finally race come in to overall create intrinsic divisions within the society and thus present people with visible means that can be taken advantage of to discriminate. Essentially, intersectionality implies that a person’sopinion matters comparative to your identity and where your identity ranks in the hierarchy of the societal value system.

Intersectionality concerns Identity politics and in effect overlapping characteristics that predispose an individual to discrimination from various entities within the society. A person exists within the society from different levels, they are described and situated within their community with effect of their gender, age, race, culture, religion, nationality of origin among others. Communities often organize along similarity lines and shun their differences. Kaiser identifies that most people in the society associate and create their identity based on their differences. Essentially cultures are described and thrive on the otherness they give out instead of the similarities they presume. As such discrimination tends to occur in cases where people create different categories of people and rank hierarchy of needs. Most of the frameworks establish within the society will be manipulated to recognize the dominant group and in most cases overlook the lesser groups with regards to social justice. Kaiser posits that “subject positions cannot be totally separate to one another; they intersect in complex ways”. A black woman would therefore be discriminated with regards to first her gender and age within her own community, her religious beliefs will also be part of what create avenues for discrimination within and without her community. She will further be discriminated for her race, gender, age, culture and religion from without her community creating an intersection nature of categorization based on social, political, cultural and economic reasons from which she can be discriminated upon.

Intersectionality does not entail discrimination but can best be explain under stances of discrimination. Intersectionality therefore entails, categories of identity that help identify a person to another group of people and foster their own individuality within a diverse society.


Kaiser., Susan. 2011. “Chapter 2: Intersectional, Transnational Fashion Subjects Fashion andCultural Studies. Oxford: Berg Publishers.

Stamper, Kory. 2018. “A Brief, Convoluted History of the Word ‘Intersectionality’”. The Cut.

Christopher Breward’s aphorisms from his foreword to Fashion Studies

     I chose the first aphorism that “Fashion is intensely personal, in the same way, that poetry is intensely personal. It is a medium through which personal stories can be told, memories re-lived and futures foretold” from Christopher Breward’s aphorisms (Breward). This particular aphorism has stated that fashion can be transformed into a platform to communicate with people on a personal level. In many levels, fashion provides the freedom and space for creativity and imagination for each individual to express who they are. From the dressing sense alone, one can know more about the person and what kind of dreams and memories they uphold. I agree with this particular aphorism of Christopher Breward as I too believe the fashion as a signature for the people to express their individualism to people. Fashion can be wielded as a powerful weapon to signify the dreams and memories of the people.

           The second aphorism that I chose from Christopher Breward’s aphorisms is “Fashion does not define. It is instead a term that demands definition” (Breward). I also agree with the second aphorism since it defines and determines the fluidity of the whole fashion field. Fashion can never be constrained in an individual’s or a group’s work; instead, the definitive creative’s work can help to expand the whole scope and definition of fashion. Other than that, fashion is something that we deal directly or indirectly, even in the clothes we wear in our daily lives. It changes over a period of time and can be extremely different from individual to individual. In these regards, each individual is the vessel carrying around the spark of fashion to it, and when the fashion is molded and adjusted with change and alterations from each individual, it shows how each subject has the power to define the fashion. However, it does not work vice-versa since each individual is still subject to personal freedom of choosing what to wear