Myths & Lies in Fashion Graphic Communication
Lies behind Images (photoshopping, 1920’s style editorials, pastiche)
Fashion imagery, however, can lie by often retouching or juxtaposing practicality with fantasy (which is common), even often creating garments which are unwearable for no more than an image, with typography and layout often adding to this lie. Never the less, fashion marketing will always have a subconsciously commercial intention- the same intentions magazines have by creating an editorial using eye catching headlines etc. Barthes mentions that trick effects, the pose, objects, photogenia and set design are all key aspects in creating a these images. Graphic design and typography can enhance the communication and can give a wider contextual understanding to the viewer.
Other aspects to consider is advancing technologies and Photoshop, physically retouching the model and scene in which they are positioned. The aspects of post-production and computer graphics can alter the aesthetic drastically, commercially going more towards traditional Western beauty ideals and removing aspects of individuality. However, In the recent months online clothing store Missguided have launched a new campaign proud to be ‘non-photo shopped’, which focuses on imperfections and not retouching their models to encourage body positivity within young women, and giving a more honest side to the fashion image.
In the 1920’s we as a visual culture understand the ‘roaring 20’s’ to be full of flapper girls dancing on the tables and liquor in abundance; however, the reality was that only 12% of the population at the time could afford to live like that. The representation we are presented with by magazines like Vogue emulates that fantasy and presents it as a false reality.
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