Fashion Theories and History Essay

Fashion Theories and History Essay

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QUESTION: Fashion historian and theorist Ulrich Lehmann wrote that “fashion only exists in representation”. Keeping this statement in mind, analyse one of the two given fashion images, using theories from 3-5 readings in the required and/or recommended reading lists to support your analysis of the meanings in your chosen image. In your essay, you should bring in at least one other image to help to explain your understanding of the main image.

Nowadays, fashion is not about the tangible quality of garments as fashion images are more accessible to the consumer than the actual garment itself. Images reach a wide group of people through billboards, television, newspapers, magazines, websites, malls, cinemas, and so on. We understand ads because we have been habituated over the years to understand the overall theme at one look. On looking at a fashion image, we know what it is trying to sell and we just ignore it if it does not tempt us. However, a lot of planning goes into the making of one advertisement, or ad. This can be better understood by studying advertisements by Sisley, a fashion brand of Benetton. The essay proves how every aspect of an advertisement, connects with another and plays a significant role in conveying messages to the spectators.
We are attracted to some advertisements because either they sell a product, which tempts us, or they have a unique design that appeals to our senses of sight or sound. There are others, which we understand the meaning of, but we ignore them as we come across so many of them. Art critic John Berger, who explains the role of advertising and publicity in his book, Ways of Seeing, wrote that there is a high number of visual images, which confronts us daily in city lives. Advertising has th...

... middle of paper ...

...iewed 19 February 2014,

Joe Kovacs 2007, Sexy glam gals ‘snort fashion’ like cocaine, Viewed19 February 2014,

Lara Vickers 2013, SISLEY – Fashion junkie?, Viewed 19 February 2014,

Sisley 2014, Brand History, Viewed 25 February 2014,


Image 1 : Sisley advertising in society 2014, Fashion Junkie, Viewed 26 February 2014,

Image 2 : ART bracket 2014. Sisley's "Fashion Junkie" Represents the Absolute Worst Pop Cultural Lifestyle, Viewed 26 February 2014,

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