https://www.instagram.com/p/B2B-5gAIe7w/?utm_source=ig_web_options_share_sheet.
The above advertisement was a shot chosen from Bottega Veneta’s Fall 2019 ads collection. The photograph was posted on to the official Bottega Veneta’s Instagram’s account, along with many other ads campaign shots to showcase its new designer’s collection. The description for this photograph is simple and clear, “Padded maxi weave Cassette in paper calf leather, unlined interior,”[1]because the graphic has spoken for itself. Most importantly, the photographer has used the body in a specific way to compliment with the portraying of the product. However, why choose this specific female body? What qualities does this body have that make the body so suitable to deliver the brand’s message of this padded bag?
The first thing to notice is the lack of woman’s head, chest and legs in this photo. Usually in general fashion advertisement, one of these body features will appear to appoint the gender identity and to deliver an extra sense of ‘charm’ for the product. The framing of the body by the rolled-down car window is thoughtfully produced by the positioned camera from inside of the car, in a way successfully cropping out the face and the lower body of the model and capturing the bag in the center of the photo, but also does not create anything abrupt. However, with the bodies left it is sure that this woman is tall – since her hip line is above the car window – and slim. Her skin is also glowing under the black leather dress that offers a similar sheen, leaving viewers an impression of her elegant taste and meticulous lifestyle. Not to even mention her gesture of holding the padded bag, which is perfect and professional. Will anyone drive on the street and be lucky enough to get a peek at a lady like her? Maybe not. So clearly the absence of head, chest and legs are made up by the framing and gesture, which alludes to the woman’s ultimate glamour. In this case, the absence of particular female body features is intentional, as it not only opens up view’s imagination, but also directs all the attention to the simple yet well designed Cassette bag.
The reason why the absence of certain physical body feature can still lead viewers to perceive an image or imagination of a body is the concept of “two bodies” explained by Mary Douglas, which sees the existence of ‘the physical body’ and ‘the social body (the body demanded by our culture).’ As she summarizes, ‘the social body constrains the way the physical body is perceived. The physical experience of the body…sustains a particular view of society.’[2]Thus, for Bottega Veneta to shot an ad with the brand’s message of ‘Sophisticated Elegance, Savoir Faire, and “Clothes to Live In”,’[3]the designated physical body needs to resemble an elegant, savoir faire, delicate social body. In western culture, which is the major targeted consumer group for the Instagram advertisement, this described social body usually demanded a slim and elongated body shape with healthy skin (from daily skincare), neither under nor overdressed style (usually minimalist approach to be associate with modern elegance and simplicity to life), an up-straight walking or sitting posture (no hunching etc.) And here we have this partially revealed physical body, no excessive jewelry, no colorful nail polish, dress perfectly tailored for the body, and just happened to meet all the social body’s criteria. But if we were to give her pink nail polish, or make the model wear a ribbed jeans shorts, the same effect might not be achieved as this successful.
[1]ProfilePage, “Bottega Veneta,” Instagram (Instagram, September 05, 2019), https://www.instagram.com/p/B2B-5gAIe7w/?utm_source=ig_web_options_share_sheet.
[2]Mary Evans and Ellie Lee, Real Bodies a Sociological Introduction (New York: Palgrave, 2002), 137-38.
[3]Nicole Phelps, “Daniel Lee, Bottega Veneta’s New Creative Director,” Vogue (Vogue, November 15, 2018), https://www.vogue.com/article/bottega-veneta-daniel-lee-interview.
Bibliography:
Evans, Mary, and Ellie Lee. Real Bodies a Sociological Introduction. New York: Palgrave, 2002.
Person, and ProfilePage. “Bottega Veneta on Instagram: ‘Padded Maxi Weave Cassette in Paper Calf Leather, Unlined Interior.”.” Instagram, September 5, 2019. https://www.instagram.com/p/B2B-5gAIe7w/?utm_source=ig_web_options_share_sheet.
Phelps, Nicole. “Daniel Lee, Bottega Veneta’s New Creative Director, Lays Down the Framework: Sophisticated Elegance, Savoir Faire, and ‘Clothes to Live In.’” Vogue. Vogue, November 15, 2018. https://www.vogue.com/article/bottega-veneta-daniel-lee-interview.
