Lashun Costor

Intro to Fashion Studies

Anya Kurennaya

February 21, 2017                                              

           

Learning Portfolio Post

This Versace advertisement is not only promoting a formal and appealing trendy fashion sense but more importantly, we can see traditional gender roles between a man, women and their children. Even though these roles are more stylized to this generation fashion taste you can still get the storyline of what they’re trying to communicate with their customers. The growing interest in social norms is evident in a number of trends.“The relationship between fabric and embodiment and how these relate to one another to constitute part of our experience and understanding of embodiment.”  Evans Mary and Ellie Lee describe the connections we have with our clothing and how what we wear impacts how others perceive us. For example, in this photo, you can tell which gender is which because we are told since childhood that women wear skirts and a man wears pants.  The interracial family adds a norm to such a traditional gender role storyline.This ad most informally portraying the ideal men, women, and children also this advertisement is showcasing a social norm which is interracial relationships. People till this day are affected by the perception of having interracial couples being advertised but are more accepted. An interracial marriage which was not legalized in the U.S. until 1967, before that interracial relationship were rare to see. Unfortunately, there are some Americans who are still ignorant regarding how the “real” American family should look like and gender roles. Now that more people are open to date outside their race and dress in whatever they like we are starting to see a new generation that is more open-minded and expressive by challenging tradition.Versace advertisement applied this new generation of mixed races and mixed children look past racism to find love and acceptance.For Versace to produce a biracial family gains appeal to more wider and diverse audiences. This advertisement is also trying to send a message they do not discriminate against any ethnicity that buys their products.

Evans, Mary, and Ellie Lee. Real bodies: a sociological introduction. Houndmills, Basingstoke, Hampshire: Palgrave, 2002.