FinalCostumes

SS15

Roof DayThe summery dress which is in pastel, stereotypical girly colours and flowing fit, connotes the femininity of the model. The print and colours of the dress also stand out against the mainly grey colours of the roof and its’ surroundings, connoting the ability to stand out which the clothes give to the consumer. This re-iterates the idea of the clothes giving confidence and represents Gauntlet's theory of an empowered woman who has control over herself.

The pink leather biker jacket also connotes opposing ideas of femininity which is taken from the pastel pink colour and the typical representation of a leather jacket as being more edgy and masculine. This re-iterates previous oppositions in the advert such as the classic car and sophisticated dress against the urban brick wall and metal railing background.

CarThe midi length summery dress compliments the classic car, creating a vintage and sophisticated theme to these shots. The contrast of this outfit with previous outfits which are bold and loud in terms of their fit and colour, connotes the variety and choice which FYI have on offer. The sophisticated and more conservative shape of this dress also represents Winship’s theory that the female is complicit in how she signifies her own sexuality which therefore portrays confidence and self-assurance. The white shoes which we also use in other shots re-iterate this confidence as they are high, confirming the representation of an empowered female.

GraffitiThe Graffiti outfit we felt would be perfect for its background as it really stands out against the bold patterns on the wall connoting her individuality and rebellious attitude to not fitting in with the crowd. The all-white outfit connotes an innocent, angelic look which juxtaposes with the vibrant and outgoing Graffiti. This conflict matches the independent and confident message that’s sent by the clothes and represents Janis Winship’s theory of women feeling complicit; dressing for themselves instead of doing it for the male gaze.

AW14

Manhattan With this very school girl look, we thought the colours perfectly matched the interior of the Manhattan 34 bar. It connotes rebellion and confidence, relating to the edgy look in the previous shots. The lace-up boots are bold and funky with a thick heel connoting her control and superiority. The colours and patterns have a very autumn winter feel, however this contrasts with the lack of tights. This connotes her confidence and how she is comfortable in her own skin and independent from seasonal conventions. This therefore represents the theory of Gauntlet’s empowered female.

BoothThe simple blue playsuit highlights we thought would really contrast against the darkness of the booth and the flashing lights of the disco ball. It connotes her confident attitude to be different in both outgoing and simple clothes also showing the variety of products available at FYI. This represents again both the theory of Winship, as she is dressing for her own benefit and pleasure but also Gauntlett’s empowered female.

StairsAgain there is a very autumn winter feel with the tartan pattern, however here there are slightly softer colours. Paired with a different textured white high neck top, the outfit lends a different yet independent approach to a party look. With connotations of individuality and confidence, the look illustrates our message of not being afraid to step outside the box. With the model’s hair up, it connotes her attitude of not wanting to hide her true self and not being afraid to be different. Again this represents and empowered female as she has true confidence in herself.

Roof Night We thought this sequined shift dress from Topshop would be perfectly complimented by the back drop of the city lights. Along with the use of spotlights, this outfit connotes a confident and bold attitude, highlighting the outgoing and edgy nature of our brand. Perfect for an autumn winter party, the dress connotes poise and control, illustrating the theory of Gauntlet’s empowered.

StudioInitially we thought this particular two piece really compliments the spotlight effect connoting an air of mystery and self-awareness as the darkness surrounding the spotlight matches the colour of the outfit. We thought the darker colour would suit our autumn winter collection as it lends a wintery feel to the advert. The overall outfit, we feel, represents confidence and poise, connoting the independent, edgy attitude our brand promotes. However the outfit is also seen as being in the male gaze as it is quite revealing and sexualised by showing skin. This links with Laura Mulvey’s theory as our model will be looked at through the male gaze as she feels confident enough to show off her clothes.

SPONSORSHIP

It perfectly fits with the outgoing nature of its sponsor Pretty Little Lairs, in which the four protagonist females are each individual with their fashion, promoting their confidence by experimenting with outgoing patterns and colours. This dress represents Gauntlets empowered female as its eye popping colours immediately draws attention as she is confident and in control.

StudioThis particular outfit we thought would be perfect for the sponsorship as the bright, vibrant colours will really stand out against the white background of the studio representing her attitude of standing out and being individual in her fashion.