“Dress for Success”: En undersökning av iscensättningen av femininitet kopplat till power dressing i modemagasinet Vogue

Sammanfattning: The objective of this dissertation, "Dress for Success" - A survey of the femininity creations linked to power dressing in the fashion magazine Vogue, is to analyze and compare John T Molloy ́s manual about power dressing to how the concept is represented in 3 different editorials in the fashion magazine Vogue. The analytical method that has been used are a semiotic analysis and intermediality. The theoretical perspectives of the thesis are performativity theory, staging of women in visual communication, fashion magazines as a legitimizer of fashion and fashion seen as a cultural object connected to femininity. The thesis problematizes that women in images are often portrayed as objects. The study emphasizes that fashion journalism and fashion images are working together to make a stronger message of the representation. The result shows that the Vogue constructs a more feminine and sexualized representation compared to Molloy ́s version. In addition, the photographers and editor in chief – the creators of the representations, are not so critical towards which kind of representation they are producing.