Semicolon Fall 2018

from the creative elements of the advertisements in question. A few of my signed models commented on how the environment at my shoots felt more relaxed and creatively inspiring than their client work, and how they didn’t feel objectified by me unlike other professional photographers or by agencies.

Versace’s “Eros” fragrance advertisement displays living divinity, or an otherworldly air of sexuality. A chiseled model in a dark, rainy setting wears only gladiator sandals, a robe, and underwear and he carries a bow and arrow. The darkness of the advertisement is a reminder of the dangers of lust. With my Eros ad inspired image, I aimed display a Medusalike god on earth who freezes staring onlookers not because of his horrible appearance, but because of his extravagance. In an interview, Gianni Versace explained he chose an image of Medusa as the Versace logo because she “means seduction … a dangerous attraction” (Garber and Vickers 276). Versace uses the imagery of Medusa to sell its products by creating a sense of exclusivity for those who understand the reference – their clothing is meant to be eye-catching, and dangerously seductive. Medusa is a very popular mythological figure who represents the female role of object while males are onlookers, but in her case being looked at makes her more powerful as she renders onlookers frozen (Ronnick 173). In this ad, the roles are reversed again since it stars a male model. I think this reversal is effective in giving the male model a stronger aura of power and attraction, which makes him an ideal role model for Versace’s target audience of men of all sexualities who are shopping for a sexy fragrance. My photos include a male model styled in a similar way, standing proudly with a female model almost melting into him.

James Franco’s short film “Bacchae” for Gucci is a reinterpretation of Euripides’s The Bacchae, in which Dionysus captivates women who follow him and carry out wild dances under his enchanting presence. Of course, James Franco being James Franco, he cast himself as Dionysus in a dark and alluring eight-minute film. I cast one male model as well as several female and male models to recreate the “worship” scene with Dionysus sitting in the centre, emanating a sense of self-importance as he is offered bouquet of sunflowers which represent adoration and loyalty. I also captured the looks of admiration and lust Dionysus’ “groupies” cast upon him, all in a simple loft location that juxtaposes with the models’ polished styling and Dionysus’ regal crown.

I also worked with another Gucci example by Gia Coppola. She created a retelling of the myth of Orpheus and Eurydice in a short film that showcased the label’s Pre-Fall 2016 collection. In her signature style, the visuals are as airy and dreamy as the Devonte Hynes vocals that back the scenes. The set is modern, but the timeless storyline story reflects how even the most seemingly perfect couples can find themselves ill-fated after a period of bliss and security. Elements of the myth are reimagined to fit our time: the Underworld is a nightclub, the mythical snake appears on luxurious clothing, and Orpheus is a long-haired dreamer who plays the guitar beautifully to strike a deal with Hades to release Eurydice. The 8