3. Roof Day
The 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.
4. 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.
5. Car
The 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.
6. Graffiti
The 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.
8. 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.
9. Booth
The 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.
10. Stairs
Again 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.
11. 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.
12. Studio
Initially 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.
14. Studio
This 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.
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.
