Semiotics And The Male Gaze

How do semiotics and the male gaze help understand

Fashion imagery?

In today’s society we are bombarded by images and are visually saturated, everyday consumers see advertisements and images that are in place to sell them products and lifestyles. Consumers have become more accepting and comfortable with the techniques and use of semiotics and male gaze. The disruption and growth of social media supports and enhances the ever changing consumer behaviour. As images are delivered faster it gives fashion brands the opportunity to use a number of outlets to reach the intended, for example Burberry live stream their catwalk shows, they use Instagram and use google live feeds. By doing this hey are reaching their customers from every angle possible

In the lead up to this occasion Versace gave the dress to Hurley as a favour because she couldn’t afford one. Critics slammed the dress as “brash” and “overtly sexually charged”, To Versace’s defence (Hurley, 1994) stated “Unlike many other designers, Versace designs clothes to celebrate the female form rather than eliminate it.” The dress is revealing and subjects Hurley to be looked upon, the act of this “looking” elevated Hurley’s career, taking her from an unknown actress to being talked about on worldwide media outlets. To conclude Hurley’s gained from the male gaze as it helped boost her profile.

It can be argued that she was used by Versace as a “mannequin” to model the dress and show off his designs as this occasion helped towards Versace becoming a house hold name. Hurley was attached to one of the most admired male actors of the time which in turn made her desirable, so this was an opportunity to exploit her position for Versace’s

Both exchange the chance of wearing clothes which allows them to play the dominant role, the male role. Note that the dominant figure wears the clothes and appears to be masculine. Low culture is a popular culture that appeals to the masses and this image is a key example of that. Pierre Bourdieu who was a French sociologist had theories of social stratification based on aesthetic taste, which goes back to how this image appeals to the masses; however the idea of this low culture image is fun and titillating. With the help of high culture photographer Mario Testino, he captured and edited this image in a way which shows it can be seen in glossy magazines such as vogue that is associated with high culture brands.

It can be argued that why does it have to be a male representation, to be the dominant character that is in control of the situation, although they are still both subject of the male