The term art direction is used to describe the process of organizing and directing the visual elements of communication media, whether it is a TV program, commercial, or printed advertisement (Mahon, 2010). 

Clothing is a medium through which the self is realized (Mair, 2018). Fashion provides a visual means for exploring self-identity and self-expression. While fashion appears to some as superficial, to others fashion holds a significant meaning that connects to their self-awareness. Clothing can be a way of satisfying one’s needs, and when these are met, one can use it to define one’s identity. 

Maslow’s 1943 hierarchy of needs model can be used to explain a wealth of behaviors as well as how clothing satisfies human needs. For example, the lowest physiological and safety needs of the hierarchy can be met by clothing as it comforts and protects the wearer. 

How one identifies oneself can be closely connected to fashion. Therefore, it is important for advertisers to be aware of this impact and carefully articulate its communication means in order to avoid being a harmful influence with poor art direction. What good art direction starts off with is a good big idea (Mahon, 2010). Also, it cannot replace the idea itself. The best art direction cannot make a poor idea better, and it is most definitely not just about art, but communication must come through as well.

References:

Mahon, N. (2010) Basics Advertising 02: Art Direction (Vol. 2). Bloomsbury Publishing.

Mair, C. (2018) The psychology of fashion. 1st ed. New York: Routledge, Chapter 4.