Semiotics of Fashion. Dealing in non-verbal communication. Matimili and Levi Ads used in presentation

1. 25/04/06 Fashion and Semiotics “Fashion is more powerful than any tyrant” By Natasha Langdown

2. Date 25/ 04/06 What is Fashion and Semiotics? Clothes have always been used for symbolic reasons, but is the symbolism always clear? Ever since their invention many centuries ago, clothes have been used as a way of communicating. The message communicated relies on a number of factors including the social background of both the communicator and the receiver, and the context in which the message is communicated. Although at times the exact message or symbolism one is trying to portray may not be clear, it is evident that clothing has long been embraced as one of the best ways to project one’s desired personal image to those around them.

3. Date 25/ 04/06 Fashion as a Sign System Fashion a language of signs, symbols and iconography that non-verbally creates meanings about individuals and or groups. Fashion in all it’s forms we each have a different way in depicting who we are through our clothes. This means that it is we as a society that makes ourselves understood by what we wear. (Weston-Thomas, Pauline: Fashion-Era. 2006)

4. Date 25/ 04/06 What is Semiotics? There are three main parts to the structure of semiotics; the sign, what it refers to, and the people who use it. There are many different varieties of sign and ways of relating to people and communicating meaning. The conveyance of messages takes place through the development and use of codes, the form and existence that these take depends on the society and culture within which they operate.

5. Date 25/ 04/06 What is Semiotics (2) Saussure believed that, firstly a sign is a tangible object which has meaning. Secondly that there are two, inseparable, parts to every sign. One part of the sign is the signifier, which expresses the sign. This is usually something which exists in the real, material world. The second component to the sign is the signified. (Peirce 1958:228 cited in Danesi 1994:4) Diagram: ‘Triangular Relation’ (Danesi 1994:6)

6. Date 25/ 04/06 What do you think the clothes in this picture means?

7. Date 25/ 04/06 Physical Appearance. According to Kevin Hogan “An individual’s dress and grooming can help make a person feel comfortable or out of place.” How we dress in large part determines how much people trust and like us. E.g. The women depicted in these images (Right), reflect what society and individuals themselves want to communicate. Psychologists determine how long it takes for strangers, to begin to trust each other or not.

8. Date 25/ 04/06 What is the non-verbal communication? (1)

9. Date 25/ 04/06 What is the non-verbal communication? (2)

10. Date 25/ 04/06 Fashion Communication. LEVI This advert communicates to me that we who live in a society where change in clothing can bring out a new personality Also Non- verbally the woman is used to lure the man to a new understanding of what clothing means and how we understand it. He at first follows his fellow group members but is distracted while by a woman who shows him what a man is! In otherwords Levi’s are a religion unto themselves. MATIMILI This advert depicts non-verbally the automatic response that “men” get for a woman and what and how she wears it.”- She shows sophistication, Egotistical tendenciesand vivacious. She is confused by the revelation that a man cannot turn around and look at her body like so many men before because she is expecting it to occur, and this is represented by the stop watch. She finally detemines that there is nothing wrong her and because he is gay.

11. Date 25/ 04/06 Nationalities Depiction of fashion Throughout the world, clothing has each has a purpose. Internationally we depict our own fashion style because of our surroundings and the influence of others. These pictures below communicate where the “Art” of Fashion was created. Fashion is what we use to differentiate from each other, individually, culturally and nationality.

12. Date 25/ 04/06 Conclusion In conclusion fashion is communication and whether we know it or not we are non-verbally depicting who we are. Fashion determines the locus and latitute of the role of fashion in constructing and maintaining cultural roles, rules, ritual and responsibilities. From palaces to punk we all give the premise that fashion is a persuasive art and architecture. Therefore it is true that Fashion is an important tool in communication.

13. Date 25/ 04/06 Bibliography Crane, Diane. (2001) Fashion and it’s social agenda’s: class, gender and identity in clothing. Chicago:University Chicago Press Danesi, M (1994): Messages and Meanings: An Introduction to Semiotics.Toronto: Canadian Scholars’ Press Hogan, Kevin. (2004) Body Language: The basics. Available: http://www.kevinhogan.com/non-verbal-communication-body-language.htm. Language and culture: Hidden aspects of communication. (2002) Available: http://anthro.palmar.edu/language/lanuage_6.htm. Weston Thomas, Pauline. (2001-2006) Theories of fashion Costume and fashion history. Available: http://www.fashion-era.com

14. Date 25/ 04/06 Thank You for listening