Dkny Media Studies, Advertisement

Topics: LVMH, Advertising, Brand Pages: 3 (826 words) Published: December 2, 2012
DKNY Assignment

Donna Karan: At sixty four, Donna Karan is still one of the most influential fashion designers in the world of classic and comfortable clothing; Donna Karan International (DKI) defines the metropolitan flair that bridges the difference between stylishly casual and conventional wear. The company designs and sells men’s and women's clothing, including suits, sportswear, accessories, and shoes, under the Donna Karan New York, DKNY, DKNY Jeans, and DKNY Active labels amongst several others. DKI sells to upscale department and speciality stores as well as its own its own establishments. It also licenses third parties to run most of its international stores. Louis Vuitton Moet Hennessy holds a majority stake in Donna Karan, although designer Karan still remains in creative control of its fashion lines and helps maintain her namesake brand.

The main themes in both the print and TV adverts present DKNY as a perfume and a brand as both seductive and desirable, yet accepted as professional for successful businesswomen globally. Focussing on the print advert, the representation of the brand through the model fits with the male gaze ideology, applying to this advert even though the product is targeted at women. Many fashion photographers and directors are male, this specific shot taken by Mikael Jansson, therefore sell the product through the male eyes, and now women will automatically view it through those eyes too, after it having being used in the media world for years. DKNY strikes the balance between passion and nature, reflecting our needs for belonging and relationship, a modern take on the story of Adam and Eve which is suggested by the apple as a focus point in the ads and finished product. This is shown by the lighting and focus in the print and an extreme close up in the TV advert. The apple represents the forbidden fruit in the bible story of Genesis (meaning Lara Stone would be seen as playing the character of Eve) which connotes...
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