Advertisement is all about desire. Therefore, by analyzing information that hidden in the recent fashion ad, we can have an understanding of the current market, and present beauty standard, especially for female. Just like Susan Kaiser states in chapter 6,” who get to be in the “desiring” role and who is in the “desired” role?” (1)
In total, we can see five models in this advertisement. All of them are standing in contrapposto, which means the weight of the body is supporting by one leg only. It’s a sign of casualness and matches up with the wild exotic charm this advertisement trying to express.
The ad does indicate a sense of diversity from its model selecting. These five models cover model of different skin color and races from black to white to Asian, as well as dark skin tone to medium to light. However, we can determine that their focus group are black and white people by analyzing models’ position in this ad.
The model who has a medium skin tone and the Asian girl is on the left and right side of the group, as if they are a part of the framing, which indicates they have less value than the others. For the black model and the white models, the value of them is equal. Even though the advertiser put two white models in this ad, and center the one with the red hair, however, by putting her position in the vanishing point, and put the black model in the foreground. It gives the black model the most significant space and focuses on the picture. As a result, even the number of the white models is bigger than the black model. But in terms of composition and the focus point in this picture, they make the value between those two groups equal.
Besides, all of these models are young, slim, and tall figures. Therefore, we can interpret this as there is a universal beauty standard for female across all races. In contrast, we can have the assumption that old, over-sized, and short are still not accepted by the mainstream fashion industry.
This ad can also imply to what Feminist theorist Simone de Beauvoir wrote: ” One is born a female, but becomes a woman.” (2) By inputting this ideal image of beauty into the female’s mind, it creates an imperfect idea of self-body. And advertisements, on the one hand, it builds on that unfulfilled desire, while, on the other hand, it’s also enlarging that desire. Such as what Stuart Vevers, creative director of Coach, said about this advertisement. “It’s about possibility, adventure and romance — and places where anything can happen.”(3) However, it is still presenting the senses of unreal and not down to earth. It’s creating a false illusion of how women will dress when they are in an adventure like in a movie.
- Susan B. Kaiser. Fashion and Cultural Studies (London: Bloomsbury Visual Arts, 2018), 130.
- Susan B. Kaiser. Fashion and Cultural Studies (London: Bloomsbury Visual Arts, 2018), 125.
Fabianarepaci, “ The Best Fashion Ad Campaigns of Spring 2019,” WWD, WWD, April 30, 2019, https://wwd.com/business-news/media/gallery/the-best-fashion-ad-campaigns-of-spring-1202936664/#!28/the-best-fashion-ad-campaigns-of-spring-2019-coach.
Kaiser, Susan B. Fashion and Cultural Studies. London: Bloomsbury Visual Arts, 2018.
Fabianarepaci. “The Best Fashion Ad Campaigns of Spring 2019.” WWD. WWD, April 30, 2019. https://wwd.com/business-news/media/gallery/the-best-fashion-ad-campaigns-of-spring-1202936664/#!28/the-best-fashion-ad-campaigns-of-spring-2019-coach.