1

Memonah Yousef

Professor Roberts

ENC2135

07 March 2024

Conference Draft of Rhetorical Analysis

In the ever-changing world of fashion and beauty, the collaboration between haute

couture and avant-garde makeup frequently reveals a captivating story. In this area of

exploration, the 2024 Maison Margiela runway exhibit is a riveting relic, with Pat McGrath's

innovative makeup artistry producing an appealing visual language. Concurrently, the Coperni

Spring Summer 2023 collection included a cutting-edge spectacle, with Bella Hadid walking the

runway in a spray-on dress, blurring the barriers between fashion and art. These two objects,

each representing a distinct aspect of the fashion industry, present an exciting opportunity for

rhetorical study.

These artifacts were deliberately chosen for their various but interconnected rhetorical

circumstances and objectives. Pat McGrath's makeup for Maison Margiela resembles a text-

based creation, using an intricate language of colors and strokes to transform the human canvas

precisely. Pat McGrath's makeup, classified as a text-based artifact, necessitates thoroughly

examining genre standards, authorship, and the dynamic interplay between purpose and

audience. Within the setting of a fashion show, McGrath's makeup goes beyond simply cosmetic

application; it becomes a language that effectively communicates the designer's vision, helping

to create an immersive and visually engaging experience for the audience. Maison Margiela,

known for pushing the boundaries of conventional design, complements McGrath's avant-garde
 2

makeup methods, creating an otherworldly atmosphere on the runway. The fashion industry's

genre standards demand a delicate balance between innovation and coherence in makeup,

necessitating a careful examination of how McGrath navigates this complex environment.

In contrast, Bella Hadid's spray-on dress is a non-textual artifact that challenges

traditional concepts of clothing and medium. In this unique method, the human body serves as

the canvas, raising questions about purpose, audience, and restrictions. The intention of such

non-traditional clothing may go beyond its practical function, attempting to elicit thought or

reconsider cultural expectations about fashion. The target audience for Hadid's spray-on garment

goes beyond the fashion world, encompassing a broader range of observers attracted by the

boldness of this unique fashion choice. Understanding the restrictions of this non-traditional

media is critical for appreciating the courage and creativity represented in Hadid's fashion

statement.

McGrath, a pioneering makeup artist, frequently works with design houses to convey

their ideals onto models’ faces. McGrath's makeup plays an essential role in Maison Margiela's

2024 collection. Analyzing genre conventions entails examining how makeup conforms to or

deviates from established fashion industry patterns. For example, does McGrath follow

established beauty norms or push them? The authorship aspect delves into McGrath's distinct

artistic signature; does her makeup style align with the avant-garde, or does it reflect a more

traditional approach?

Understanding the rhetorical influence of McGrath's makeup requires considering the

context of a fashion show. The runway serves as a stage to express Maison Margiela's vision.

How does makeup fit into the general thematic narrative of the collection? Understanding the

audience is also essential; McGrath's makeup appeals not only to the fashion elite present at the
 3

show, but also to a larger audience via media coverage. The analysis would examine how the

makeup resonates with various audiences, from fashion fanatics to the general public.

The medium becomes a rhetorical device as the spotlight shifts to Bella Hadid's spray-on

dress. The unorthodox application of spray pushes the traditional constraints of fabric and shape.

Analyzing the medium entails knowing the spray-on dress's technical characteristics and how it

changes clothing perception. Furthermore, restrictions play an essential role: what limitations

does the spray-on process impose on the design, and how does it push the bounds of typical

fashion constraints? Is it challenging to determine what is acceptable or appropriate in the

fashion industry?

As a visual extravaganza, the spray-on clothing works on a symbolic level. It

communicates beyond the physical clothing, implying themes of fluidity, metamorphosis, and

defying conventions. The dress's purpose is more than just functionality; it urges the audience to

analyze and reimagine the role of clothes in the fashion world. Analyzing the symbolic language

hidden in the clothing reveals the deeper narrative Coperni intends to convey with this unique

design.

Our research uses rhetorical terminology to discover the various layers of meaning in

McGrath's makeup for Maison Margiela and Hadid's spray-on garment at Coperni. Despite their

differences, these objects share a common goal: to challenge traditions and push the limits of

standard fashion rhetoric. Our investigation seeks to uncover their persuasive power and

contributions to the continuing debate in the ever-changing world of fashion and beauty. Using a

rhetorical lens, this essay investigates the changing language of fashion and beauty, looking

beyond superficial allure to see how these artifacts interact with genre conventions, context,

authorship, audience, purpose, and medium. Through this analysis, we aim to uncover the
 4

persuasive power hidden in these features, which shapes the discourse surrounding current

fashion and its dynamic relationship with artistic expression.

5