Fashion Images & Advertising

-Sagarika Ameta
 Semiotics &
Consumer Culture
 Target lifestyle, fears and
Anxieties
Persona: Independent, self sufficient and successful at work,
probably in her 30s or 40s, could be a single mother.

Her lifestyle involves her meeting with important people for work or
business, attending formal events and/or working at a managerial
position. This is why she likes to be dressed appropriately for the
same, a bit presentable, sleek and elegant.

She likes to make a strong statement with her personality and

look. Her knee high leather boots are a statement by itself besides
her prominent scarf adornment.Anxiety: It could stem from a need
to be recognised by others .

Power dressing and androgynous are also important aspects for

her. This can be seen from the Boxy blazers and suits inspired by
men’s tailoring, her interest in Aviator shades. Anxiety: wanting to
be taken seriously in a world dominated by men.

She commutes around the city for work and prefers to be

comfortably & practically dressed to be on the go.

She also likes to socialise and unwind with her colleagues after a
busy work day at a resto-pub.

Values and fears: Equal rights and independence for women and
men are values she deems very important. She believes women
should be able to sustain themselves , particularly financially so to
not be dependent on anyone and therefore have a voice of their
own in relationships and social situations.
 Mapping Cultural
Expressions
• The Celine woman likes to dress in a sophisticated manner, incorporating
certain masculine and androgynous clothing pieces like a sleek boxy blazer or
a crisp suit designed with men’s tailoring aesthetics because she wants to
appear strong as if she means business and to be taken seriously in a world
or field dominated by men. The colours she chooses to wear also support this
androgynous style incorporating neutrals for the most part in her outfits.

• She likes to wear leather boots, animal prints, suede and fur because this
gives her a sense of power, domination and again a striking personality.

• She wears Aviator Sunglasses to appear as a fierce and confident person.

Also, it could be to hide her true emotions and vulnerable side behind the
forgiving lens of the bold black shades. In addition to the shades, she also
maintains a poker face expression to not completely reveal her inner
emotions.

• The occasional bling with her sequinned jackets, dresses and bottoms
reminds of a glam rock era. This could be to hide or repress her dark
emotions or feelings under the shiny, metallic outfits that strike and make an
energetic and lively statement.

• Along with the androgynous dressing, she doesn’t shy away wearing high-
waisted A-line dresses or skirts and bow necklines expressing her feminine
side.

• She likes listening to 70s and 80s rock music.

• Her aesthetics in appreciating art are minimalistic yet bold.

• She usually wears her hair down without much effort to make it look sleek and
perfectly done. This could be an extension of her independent and carefree
side.

• Jewellery: She likes to go minimal with her jewellery with mostly androgynous
chain neckpieces.
 Semiotic Relationship
• Aviator Sunglasses: They were originally designed for pilots while
they were flying, later these got adapted for the military , gradually
moving towards sportsmen, hunters and fishermen before finally
booming as a commercial fashion statement.

• These were mostly predominantly men’s professions and hence

a woman who feels the need to be considered a deserving
professional in a male dominated society or work field may like to
adapt these sunglasses into her own style. A similar approach can
be linked to men’s inspired blazers and coats.

• Big black boots, animal prints and leather remind of Rocker and
Biker Fashion. Rock was also an ‘anti’ response’ to the
happenings in the society at the time when it emerged. It is
possible the target persona identifies as a rebel for a cause and
hence chooses to extend this attitude through her choice of
accessories and wardrobe. Besides, this rock inspired style also
creates a unique, striking personality which can be the answer to
a need for acknowledgement and attention.

• Since the Target persona needs the comfort, freedom and

practicality while she commutes for work and meetings around
the town, the inspiration for high leather boots and animal skin in
general came into play. This is a simplified form of the Biker
fashion when it first came out. It was a gentleman’s leisure time
and saw him dressed in a tweed jacket with the protection of
high boots to prevent leg and foot injuries.
Collection Analysis
& Visual Research
COLLECTION Analysis
Advertising Campaign
CONCEPT