Gucci’s Pre-Fall 2018 Campaign is far from the conventional fashion advertisement. While the discussion of gender pervades almost every advertisement, Gucci skillfully diffused the norms surrounding gender. Firstly, the ad campaign lacks color—thus eliminating the distinction between “girl/boy colors” (i.e. soft colors for girls and heavier colors for men). The focus is on the woman (bottom right) sitting on the table, facing a diverse group of people—many of whom take on an androgynous appearance, including the woman in focus. The woman wears a baggy t-shirt, along with wide legged jeans and heeled shoes over stockings (reminiscent of European 17th century aristocratic males’ dress)— a subtle, yet profound female empowerment move. Moreover, the woman sits with her legs situated in what resembles a “man spread”, and yelling into a microphone; this might have been a comment on the modesty a woman “should” typically present. This campaign was featured on WWD’s slideshow Best Fashion Ad Campaigns of Spring 2018: proof that hyper sexual imagery of stereotypical genders is not needed to make a lasting impression for sales. According to the campaign art director, Christopher Simmonds, the imagery was inspired by the 60s French New Wave film that connotes freedom, equality, and sexuality— so there is no doubt that an advertisement of this sort would subvert traditional gender norms. As Susan Kaiser states in her text Fashion and Cultural Studies, “The late 1960s…witnessed resistance against older stories of gender, ‘race,’…”^1 . The revival of this decades-old cultural movement points at the idea that our society continues to face such issues that the crowd is protesting in the advertisement.
Footnotes
1. Susan B. Kaiser. Fashion and Cultural Studies (London: Berg, 2012). Pg 18
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