This research aims to analyze semiotic choices in Dior's designs that convey new interpretations of elegance and beauty, and to examine how Dior's approach to beauty standards may challenge or support Naomi Wolf's critique of the beauty industry. Using Roland Barthes' theory of semiotics and Naomi Wolf's theory of beauty standards, this research focuses on a one-minute advertisement for Dior's 2023 year-end holiday collection. The method used is an observational qualitative approach, in which the researcher captures every scene and narrative relevant to the research question. The results show that the fashion scenes featuring slender male and female models in luxurious and elegant outfits not only serve as aesthetic representations, but also convey connotations regarding the social status and exclusivity of the Dior brand. The clothes worn by the models reflect Dior's image as a classy and expensive world brand, aimed at the upper class. This shows that Dior does not only sell products, but also sells the image and lifestyle desired by high-end consumers.
Furthermore, analysis by using Naomi Wolf's theory reveals that the ad features five models: three women and two men-with slim and proportionate bodies and variety of skin colors, both white and black. The luxurious clothes worn still create an image that the product is aimed at the upper class. This research concludes that Dior, through its choice of semiotics in its advertisements, manages to create a complex narrative of elegance and beauty, while maintaining the exclusivity of its brand amidst criticism of existing beauty standards.