Semiotics

**The Semiotics of Fashion:**

 * Megan and Meagan**

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 * Below is a brief assessment of some of the different ideas that could be signified through different clothing styles and brands:**

As a preface, remember that within semiotics that meaning is subjective. Although one person may find a certain meaning in a piece of clothing, another may interpret that clothing in a different way. However, overall, our argument is that clothing serves the purpose of sending social signals and helps individuals to shape their own identities.

Clothing was originally created to cover the body and for protection from the elements. Only later in the progression of civilization did society form cultural and social associations with clothing.
 * Clothing for protection:**


 * Modesty**

Clothing can signify differing levels of modesty for individuals with varying moral structures. Some cultures and social groups believe that women should be completely covered and the clothing signifies their unavailability for sexual advances, modesty, privacy, and morality. One popular instance of purity through clothing is the bridal gown, which symbolizes virginal purity before marriage. On the opposite end of the spectrum, some clothing strikes out against modesty and signifies sexuality and in some cases the commodification of the female body.

Religion and modesty often go hand in hand, so these categories are closely intertwined. The Hijab, that can be cultural or religious clothing, signifies modesty and morality. Other religious garb signifies levels within the religious government, such as robes worn by pastors or the distinct clothing worn by the pope. Sometimes religious clothing indicates participation within a particular sect or group.
 * Religious Affiliations**

The clothing that individuals choose to purchase or have the ability to purchase signifies a great deal about their tastes, preferences, moral structures, activity preferences, socio-economic status, and a great deal of other concepts can be signified through clothing.
 * Social and Cultural Implications of Clothing**

This Walmart brand may signify an individual who has the ability to meet the basic needs for clothing, but does not have the economic ability or desire to buy more expensive clothing. These clothes mainly signify utility and function at a low cost
 * Faded Glory**

This jean brand signifies the ‘working man’. These jeans are advertised to be tough and rough, it’s okay to get them dirty. The spokespeople for this brand are promoted as ruggedly handsome and outdoorsy. This product may signify relaxed comfort for the workingman, not high in cost, but they get the job done.
 * Levi Strauss**

This clothing brand is mainly marketed at teenagers. This brand often signifies a particular age bracket trying to fit into a brand and the ideal of the California surfer stereotype. “So-Cal inspired clothing for dudes and bettys”.
 * Hollister**

On initial assessment Eddie Bauer clothing may signify an outdoorsy type individual who is always prepared for the weather, but still looks nice at the same time. However, Eddie Bauer is now one of the many companies that is becoming involved in commodity activism, when you donate a dollar to Eddie Bauer they will plant a tree in North America. So far, 5 million trees have been planted. So now maybe Eddie Bauer clothes do not just signify outdoors friendly individuals, but environmentally friendly as well.
 * Eddie Bauer**

This brand is another example of commodity activism. Toms signifies care and compassion for those around us because if you buy one pair of toms, another pair is donated to children in need of shoes. Not only are you wearing a fairly popular brand, but you are spending your money to help other. This brand often signifies an outdoorsy, eccentric type individual with a compassion for others.
 * Toms**

Southern Tide signifies a preppy southern, a mid to elite grouping of men’s clothing. A favorite of fraternity men, the brand may signify inclusion into a certain grouping or social classes.
 * Southern Tide**

Brand signifies edgy, European style clothing. H&M is very affordable and ready to wear. May signify a desire and interest in higher fashion or ‘haute couture’, but targeted at a mid level economic bracket.
 * H&M**

Brand signifies a higher, but still attainable level society. May signify classy or preppy elite. Brand makes clothing for both men and women.
 * Ralph Lauren/Polo**

Associated with a preppy genre of clothing, a favorite of college girls and young fashionable workingwomen. Signifies classic sophistication with a pop of flair. This brand is also indicative of a mid to higher-level socio economic bracket.
 * JCrew**

Lilly Pulitzer signifies preppy southern, mid to elite grouping of women’s clothes. Often a signifier of southern class and sophistication with a fresh feel, this is a favorite among young women in southern communities, particularly at events such as horse races and football games. This brand also has a hint of the American dream with the young entrepreneur, Lilly, starting off her business as a lemonade stand that grew into an iconic brand.
 * Lilly Pulitzer**

High fashion signifies separation from the rest of society, an image of power that the elite wear to display their social significance and accomplishments. Society observes and appreciates high fashion. We have entire shows and magazines devoted to the commodification of these brands, Oscars, Grammy's, ETV, Vogue, Elle, etc., but few can actually attain these items. The lack of attainability is what makes these products so desirable. They signify power, authority, and the ideal.
 * High Fashion – Haute Couture**

Rhodes & Zuloago (2003) A semiotic analysis of High Fashion Advertising - top of socioeconomic spectrum - attractive identity through money and artistic talent - promotes cultural and socioeconomic significance, who is stylish, who is not, who is rich & powerful - advertisers build the image through high paid young women, high status, and high sexuality - unified to promote life-style connected with high fashion - fashion as art – associate artistic fashion with gallery art

Within high fashion a range occurs, different connotations exist within different fashion houses. Some brands are seen as more quirky, edgy, and experimental, while others are classic, sophisticated, and traditional feel. Regardless, they all signify power, elite, and the un - attainability of a world separate from our own.