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IB imageSnapshots of law, gender and sexuality news from the past couple of weeks.

H&M’s 2016 Autumn Collection: a step forward for feminism?

Begüm Elif Yılmaz, University of Manchester

A recent H&M film advertisement for the fashion company’s 2016 Autumn Collection has been the centre of attention for feminists on the web in recent weeks. The ad seems perfect on the surface. With the song “she’s a lady” playing in the background, it is made up of footage of a host of ‘real’ women enjoying their lives. The apparent aim of the advert is to challenge people’s understanding of what being a lady really means and to celebrate those women who do not conform to the gender standards of society. In short, the advertisement highlights the important idea that all women are still women regardless of what they look like, where they come from, what they do and how they do it. It includes a trans woman, a woman in a restaurant picking her teeth with her fingers, a curvy woman in her underwear comfortably admiring herself in the mirror, a woman with an unshaven armpit enjoying junk food, a woman with a shaven head, a strong executive directing a meeting, a proud androgynous woman who would traditionally be ridiculed for her so-called “masculinity”, an older woman and a woman in an empty subway spreading her legs. These women come from various backgrounds, making the advertisement not just a feminist one, but also one that adds a broader diversity element to the conversation. Challenging the societal norm that women can and ought to only have a specific look and possess a certain collection of traits, this advertisement seems to reflect a deeply progressive presentation of modern women. Almost all women have been warned at least once in their lives for doing something “inappropriate” because it is “unladylike”, and as such the new advert’s overarching theme seems to be largely positive.

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