I was totally shocked–but perhaps shouldn’t be–when Fashionista reported that crossdresser Andrej Pejic has been chosen to model the “Mega Push-Up Bra” for Dutch chain store Hema.
Come on people! Does the fashion world hate women’s bodies so much that they have to pick a guy to model lingerie?? It’s bad enough that most female models out there are tall, incredibly thin, and virtually breastless. Hema couldn’t find a female model who was small enough? What is Hema trying to say with this ad? Are they trying to earn their hipness cred with a certain circle of people who ultimately prefer men over women? Really?
One of the commenters on Fashionista believes Hema’s choice to be “revolutionary.” And I don’t doubt that the word “revolutionary” will appear in every single article written about Hema’s model choice.
But what Hema is really telling us is that a guy is a better than a woman to represent their women’s lingerie line .
And does it take total degradation of women and the elevation of women impersonators for fashion advertising to be “revolutionary?” If so, the fashion industry is in far more trouble than they know…
Here are two images from the campaign.
I don’t care how “beautiful” he is, he’s a guy! fer cryin’ out loud! I don’t care if he’s a crossdresser either. Over the years I’ve had some great crossdresser friends. But my god! we don’t need a crossdresser standing in for women in advertising for women’s lingerie. It sends the wrong message (yes, advertising sends messages beyond “buy our lingerie”) and, ultimately, works to denigrate the true female form.
Perhaps the real “revolution” would be using real women in advertising, not faux women.
Just a thought……