Tata Busana Dalam Mendukung Identitas Perempuan Indonesia Masa Kini Pada Iklan Wardah #BeautyMovesYou

Abstract

This study examines the role of costume design in supporting the construction of contemporary Indonesian women’s identity through the semiotic approach of Roland Barthes, viewing clothing not merely as a body covering but as a system of signs that conveys social, cultural, and ideological meanings. The research aims to analyze how elements of costume such as color, style, silhouette, accessories, and overall visual appearance function as signs that represent characteristics of contemporary Indonesian women, including religiosity, professionalism, independence, inspiration, social awareness, and agency of change. Employing a qualitative descriptive method, this study applies Barthes’ framework of denotation, connotation, and myth to interpret visual data obtained through observation and documentation of selected objects, supported by relevant literature on semiotics, representation, and gender studies. The analysis identifies denotative meanings in the visible aspects of costume, explores connotative meanings associated with values and identity, and reveals the myths that construct ideological narratives about modern Indonesian women. The findings indicate that costume design plays a significant role in shaping and reinforcing the representation of contemporary Indonesian women as figures who negotiate tradition and modernity, balancing cultural values with professional and empowered identities, thereby positioning costume as a medium of visual communication that contributes to the production and reproduction of social meanings and ideological constructions surrounding women in contemporary Indonesia.