I’m interpreting these ads as a sort of self-perpetuating meta-fashion irony. Yeah, I know, I keep sounding more and more pretentious but allow me to explain. Though the clothing is in harmony with the setting and the models do not appear out of place, their poses are starkly unnatural and more reminiscent of the runway. This reminds the viewer the object here is to depict fashion rather than represent reality, which is what makes this a comment on fashion through fashion (hence my characterization of it as meta-fashion). Herein lies the irony in the photo: the poses are so drastic and unnatural that I’d go so far as to say that the photo is poking fun at fashion. However, the ads still accomplish the objective of making the clothes fierce as fuck. A perfectly executed satire.
