Friday, February 17, 2012

miu miu - the woman dress

In this promotional film for Miu Miu, the female pop trio Au Revoir Simone play witches who transform Italian actress Maya Sansa into the object of her desire, a fantastic red dress. While becoming your own object of desire is perhaps the ultimate capitalistic fantasy, it's the impossibility of this transformation that aids the life cycle of consumer goods.

"The Woman Dress" is an example of how advertising promises exactly what the product can never deliver, it is the fantastic supplement to the consumer economy. In real life, you buy a dress you love, your desire is temporarily fulfilled, but then you desire something else, another new dress, and so on. If only you could, by way of a magical process, become what you want. "The Woman Dress" stages then a kind of supernatural end to the fashion industry.

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