The image above is from the Prada 2011 Spring/Summer campaign. Interestingly, I think the argument behind this advertisement is that dressing in this way represents an expression of individuality and intellectualism. Each woman exhibit the same strong, symmetrical features and don a knowing gaze. The audience is given the impression that the women share a secret. In this sense the appeal of the image is exclusivity.
This image represents the contradiction that exists in fashion. While clothing and accessories appeal to people because they can express their individuality, at the same time, there are rules in fashion. These girls are in the know of the guidelines. The model's hand on the far right guards their well-kept secret and entrance into their elite class.
Each model is styled in an androgynous way. The clean lines of their structured outfits are not revealing. Their glasses frame unembellished eyes and their lips are nude. Their hair is elegant but distinctively masculine. Even their eyebrows are groomed but somewhat unkempt. The advertisement is undeniably masculine, but each of the women has consciously made a great effort to appear this way. Each outfit is colourful, but not playful or feminine, as one would expect for a Spring/Summer line. These outfits are fashionable, but noticeably functional, as well. The constructed image, or argument of this "dress code" is that of empowerment. The women are successful, powerful, and knowingly beautiful.
I really like this ad! I think your analysis of it is very well done. I like the way you critique the photo by comparing its masculine and feminine identity. I agree that the colours do not exactly fit the typical Spring/Summer line which I think is why this ad captivates its audience. It is unique, forcing the viewer to dive deeper into the ad than just viewing it on a denotative level.
ReplyDeleteAs much as this ad can be read as an expression of individualism and intellectualism, I also find it interesting that this ad wipes away any distinguishing features of any of the models. Not only do they look and dress the same, they are also, as you have mentioned, styled in an androgenous way which also tries to wipe away any defining gender characteristics. I think you are definintely right when you described the people in this add as part of an elite class. It appears that Prada is promoting a new identity that is specifically Prada rather than the way we have talked about fashion in class, as a way of creating your own identity.
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