In contemporary digital advertising, multimodality plays a crucial role in conveying brand messages, particularly on social media platforms such as Instagram. This study investigates the verbal and visual elements used to introduce non-binary fashion advertisements on Instagram Stories, specifically examining how these elements are represented to produce brand values. The research applies a social semiotic approach to multimodality, drawing on Halliday's (2004) Ideational Function and Transitivity System for analyzing verbal texts, and Kress and van Leeuwen's (2006) Visual Grammar for analyzing visual texts. Data were collected from two non-binary fashion brands, @riley.studio and @kirrinfinch, through their Instagram Story Highlights, resulting in 29 posts. The findings reveal that material processes (54%) and mental processes (32%) dominate the verbal elements, with verbs such as "dress," "wear," and "feel" emphasizing physical actions and emotional engagement. Visually, both brands employ analytical processes, with models positioned centrally to establish equal power relations with viewers through eye-level angles. However, the brands demonstrate different underlying motives: Kirrin Finch focuses on feminist empowerment and LGBTQ+ representation, while Riley Studio emphasizes gender-free fashion as part of environmental sustainability. This study contributes to multimodal advertising analysis and provides practical insights for brands seeking to communicate non-binary values effectively.

multimodality; non-binary fashion; Instagram Story; visual grammar; social semiotics

Anonymous. (2021). Characteristics of online advertising. Know Online Advertising. Retrieved from https://www.knowonlineadvertising.com/facts-about-online-advertising/characteristics-of-online-advertising/

Anonymous. (2021). Online advertising. Tidal Marketing. Retrieved from https://www.tidalmarketing.co.uk/our-services/online-advertising

Bezemer, J., & Kress, G. (2008). Writing in multimodal texts: A social-semiotic account of designs for learning. Written Communication, 25(2), 166-195.

Boeriis, M., & Holsanova, J. (2012). Tracking visual segmentation: Connecting semiotic and cognitive perspectives. Visual Communication, 11(3), 259-281.

Butt, D., Fahey, R., Feez, S., Spinks, S., & Yallop, C. (1996). Using functional grammar: An explorer's guide. Sydney: National Centre for English Language Teaching and Research.

Cheong, Y. Y. (2004). The construal of ideational meaning in print advertisements. In K. L. O'Halloran (Ed.), Multimodal discourse analysis: Systemic functional perspectives (pp. 163-195). London: Continuum.

Dania, R., & Sari, R. K. A. (2020). Multimodal analysis of food advertisement. iNELTAL Conference Proceedings.

Halliday, M. A. K. (1978). Language as social semiotic: The social interpretation of language and meaning. London: Edward Arnold.

Halliday, M. A. K. (1994). An introduction to functional grammar (2nd ed.). London: Edward Arnold.

Halliday, M. A. K., & Matthiessen, C. (2004). An introduction to functional grammar (3rd ed.). London: Edward Arnold.

He, X. (2017). Transitivity of kinetic typography: Theory and application to a case study of a public service advertisement. Visual Communication, 16(2), 165-194.

Iedema, R. (2003). Multimodality, resemiotization: Extending the analysis of discourse as multi-semiotic practice. Visual Communication, 2(1), 29-57.

Instagram. (2017). Introducing Stories Highlights and Stories Archive. Retrieved from https://about.instagram.com/blog/announcements/introducing-stories-highlights-and-stories-archive

Jewitt, C. (2009). The Routledge handbook of multimodal analysis. London: Routledge.

Jewitt, C., Bezemer, J., & O'Halloran, K. (2016). Introducing multimodality. London: Routledge.

Jewitt, C., & Kress, G. (2003). Multimodal literacy. New York: Peter Lang.

Kress, G. R. (2003). Literacy in the new media age. London: Routledge.

Kress, G. R. (2010). Multimodality: A social semiotic approach to contemporary communication. New York: Routledge.

Kress, G. R., & van Leeuwen, T. (1996). Reading images: The grammar of visual design. London: Routledge.

Kress, G. R., & van Leeuwen, T. (2001). Multimodal discourse: The modes and media of contemporary communication. London: Edward Arnold.

Kress, G. R., & van Leeuwen, T. (2006). Reading images: The grammar of visual design (2nd ed.). London: Routledge.

Lifestyle Asia. (2021). Genderless fashion 2021. Retrieved from https://www.lifestyleasia.com/bk/style/fashion/genderless-fashion-2021/

Lirola, M. M., & Chovanec, J. (2012). The dream of a perfect body come true: Multimodality in cosmetic surgery advertising. Discourse & Society, 23(5), 487-507.

Litosseliti, L. (Ed.). (2018). Research methods in linguistics (2nd ed.). London: Bloomsbury Academic.

Lutkewitte, C. (2013). Multimodal composition: A critical sourcebook. Boston: Bedford/St. Martin's.

Marshall, J., & Werndly, A. (2002). The language of television. London: Routledge.

Murray, J. (2013). Multimodal composition. In C. Lutkewitte (Ed.), Multimodal composition: A critical sourcebook (pp. 41-48). Boston: Bedford/St. Martin's.

Olowu, A., & Akinkurolere, S. O. (2015). A multimodal discourse analysis of selected advertisement of malaria drugs. English Review: Journal of English Education, 3(2), 166-173.

Online advertising. (2021). In Wikipedia. Retrieved from https://en.wikipedia.org/wiki/Online_advertising

Rosa, R. N. (2014). Analisis multimodal pada iklan Sunsilk Nutrien Shampo Ginseng. Kajian Linguistik, 12(2), 136-148.

Sifaki, E., & Papadopoulou, M. (2015). Advertising modern art: A semiotic analysis of posters used to communicate about the Turner Prize award. Visual Communication, 14(4), 457-484.

Suprakisno, S. (2015). Analisis multimodal iklan "Indomie". Jurnal Bahas Unimed, 26(1).

Tankovska, H. (2021). Instagram Stories usage statistics. Retrieved from https://www.statista.com

Tracy, S. J. (2020). Qualitative research methods: Collecting evidence, crafting analysis, communicating impact (2nd ed.). Hoboken, NJ: Wiley.

Udry, J. R. (1994). The nature of gender. Demography, 31(4), 561-573.

Ushchapovska, I. V., Movchan, D. V., & Chulanova, H. V. (2020). Idioethnic features of multimodal advertising texts: A case study of coffee commercials. SKASE Journal of Theoretical Linguistics, 17(5), 208-222.

van Leeuwen, T. (2004). Ten reasons why linguists should pay attention to visual communication. In P. LeVine & R. Scollon (Eds.), Discourse and technology: Multimodal discourse analysis (pp. 7-19). Washington, DC: Georgetown University Press.