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THE LANGUAGE OF
CLOTHES
Nothing
is accurate in interpreting clothes. In opposition to the image
for the workplace, where the hierarchical image codes are well defined,
the image for leisure is a chaotic aggregation of codes, not universally
understood. But some messages are very general and easier to be
read.
Examples:
- Mock neck and turtleneck sweater: distant, unapproachable,
indifferent, remote (acts as a barrier, especially if black)
- V neck sweater: Open to possibilities, approachable
- Jacket that buttons very high, buttoned all the way:
Severity, closing
- Fluorescent, metallic colors, big prints: need for attention,
to be noticed
- Miniskirts: youth
- Leather, cachemire, soft suede: wealth, elegance, decadence
- Sexy colored dresses: need to be admired and to be loved
- Rough fabric: sportive, casual
- Soft fabric: elegant
- Black:
- positive message: formal, sophisticated, mysterious
- negative message: distant, mourning, lifeless
- Need for protection:
- conservative clothes, low visibility, dark colors and heavy
fabrics that hide silhouette
- Black leather jackets with industrial zippers, like those of
the motor police
- Mimetic fabrics, tunics imitating ancient military styles, quilted
jackets, down coats
- Heavy beaded and sequined dresses and jackets
- Protective clothes can send also another message: I’m sexy,
I’m aggressive (leather, military), I’m rich (sequins), I’m warm
and caring (down coat).
- Wool, linen, cotton, silk: they are now associated with
authority and upper classes, with old virtue such as honesty and
frankness – as if someone dressed in tweed is more honest than
someone dressed in polyester.
- Uniform: a political leader in uniform suggests he’s
supporting an autocratic political system imposed with force
- Ethnic costume: Suggests nationalism
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