Fashion as Communication: Costume Dasiyah at Film Series Gadis Kretek

Abstract

Film as an audio-visual medium can convey messages verbally and non-verbally. In the film
series 'Gadis Kretek', the message is communicated through dialogue and visual displays,
namely fashion. Dasiyah, as one of the main characters, has iconic fashion compared to other
characters. Dasiyah Fashion consists of the entire fashion, hair, make-up, and accessories used
by the actress as a costume used as a medium for character communication. Therefore, the
author is interested in researching the meaning of denotation, connotation, and myths related
to fashion from each Dasiyah fashion unit using Roland Barthes' semiotic analysis. So this
research can find out the full meaning of how fashion can communicate your character. It was
found that fashion can express Dasiyah's life journey and her ideals regarding kretek amidst
the patriarchy are still strong in Javanese culture. Apart from that, through her fashion, Dasiyah
can position herself in society with her socio-economic status as an elite Javanese woman with
her trading activities. The fashion worn by Dasiyah is not always stagnant, there is a
progressiveness of character that causes fashion alterations not by Javanese standards.