Givenchy Fall 2018 Collection: https://www.youtube.com/watch?v=yn3dgP9OKOA
Advertisement of Givenchy Fall 2018 Collection shows the concept that goes against traditional gender norms through the scene, the clothing and models. In Fashion and Cultural Studies, she says that ‘Gender is socially constructed and culturally created and represented. Gender is something that people do. Applying makeup, shaving one’s face or one’s legs, and donning high heels or a face veil all fall within the realm of doing gender; these processes and practices vary across time and space (cultural discourse),’ means that men and women are divided through what they do in fashion. Nowadays, not only the role of gender is disappeared but also this stereotype for gender in fashion industry tends to be faded. Advertisement of Givenchy is good example to show that there is no more gender standard. In this advertisement, any scenes that emphasizes sexuality such as women’s bust or men’s muscle are not played unlike other fashion advertisement that focus on different physical characters for gender such as perfume advertisement of Tommy Hilfiger(https://www.youtube.com/watch?v=TSBGN9VaiMA). Also, all of clothings in the advertisement looks unisex; they are not too feminine or too masculine. There is stereotype that women’s wear is messier than men’s wear, means that women’s wear is elaborate but men’s wear is simple. This Givenchy collection have both characters so they seem undefined clothings for specific gender. Most of coats in this collection have simple, straight exterior line and elaborate, messy pattern. Lastly, this advertisement subverts gender norms through model’s face. It is hard to distinguish gender of models here, most of them have neutral faces. And, they do not put any colorful makeup but they keep neutral looks. Their faces that have androgynous appeal break the role what women is supposed to look like or what men is supposed to look like.
