H & M fall Campaign – When We Finally Stop To Talk About Images Of Women?

H & M’s has managed to generate more than 1.000.000 clicks within a few hours, the just released campaign video for the autumn collection 2016 seems therefore a true luck of the Swedish Director Gustav Johansson, become in any case for the show. Cheered on the net, screenshots of the spots and the corresponding Hashtag are wide #Ladylike on all popular social platforms, we would like to thank the fashion giant even very publicly and very often. For the refrain from the propagation of the same beauty ideal for the celebration of the female variety, and for his courage to do it differently than all the other juice bags of various megacorporations that visually yet always cheerful stumble by a potential anorexia to the next. Also I could keep hardly still when suddenly the feet the lion babe remake of “she’s a lady” boomed along with a suitable way of life from the speaker, while the supposed coolest girls of planet bustled still on my screen, one more beautiful than the other. Because one want’s them do like immediately, no question. Marketing mission accomplished, despite legitimate allegation of Fame inismuses which appeared studios with acne. I also get hungry, there are about French fries in bed, healthy body of various walks of life and aesthetic armpit hair to the strawberry shake tint. I want to kiss H & M for this 92 seconds, really. But only almost without but.

It is not as if not similar thoughts were scurrying in my brain, like those that just by the beautiful Josefine also I had more interest in higher wages for seamstresses as a feast for the eyes and statement like the one shown here Schummeck in an open letter to the company were made known, but this time I in my opinion, to have to do it with two very different building sites. The internal exploitation of many low wage workers * inside, which urgently needs to be combated and settles like a shadow over any attempt by the rebelliousness of stands on the one hand, the unattainable, transfigured image of women is no less eradicated stands on the other side. It can be said now of course rightly former problems belong inevitably No.1 priority, that’s true, but also this probably already taken maternity would change absolutely nothing on the lengthiness of the change process associated to a fairer industry down. Point number two, however, was also long overdue, the scaled-down heroin chic is now finally all right 20 years old, not to mention that you can impress now really only have the dregs of the thinking crowd with high-gloss flawlessness. A fact can nevertheless not shake up: A change of the imagery is so easy to implement that one wonders for a stony brand like H & M: why only now? Me more than perfidious happens in 2016 even something like “gratitude” for this “important and courageous step” to find more diversity in advertising. That we consider it even for worthy of mention, expressing praise for depicting the reality. That magazine write sentences such as “also all other women are seen in the commercial break with previous conventions: wear short hair, armpit hair and muscles. Kissing other women, are transgender, and eat French fries in bed with pleasure – women who feel without doing conventional role models to comply with.” is here because the speech what conventions? Short hair? French fries in bed? Revolutionary. In any case, if you previously has made a huge step back.

And yet it would be foolhardy to make H & M now to be pilloried. So, as one would prohibit the baby a toddler, where it could also now start running. Only that we have to do it more with an adult, which itself would create a marathon. The reactions of the recipient, the target group remain similarly terrifying enlightened cherry on the cream pie for the average consumers away. The fuss is even today about hair on women’s bodies, about the imposition called Bacon rolls and “people who don’t know whether they are male or female”. I remember because, for example, a comment of Grazia to lingerie advertising, posing in the Lena Dunham and belly lasciviously at the edge of the bath. “That wants no one now really see.” these are statements that should be really sad, this is the other reality. A proof that campaigns like this discussed apparently still as optical exceptionally be considered. Because the Photoshop poisoning our eyes for years were inferior and maybe still are. Magazine, on whose title shine black women are still less and less sold. Plus-size models are celebrated by the media, as if they were a rare commodity and secretly malicious eyed viewers. Brigitte failed in an attempt “real people rather than models” to place, in editorials the readers did not accept the new (pseudo) naturalness. At the end, you want snacking just a little piece of Wonderland vogue instead to get a mirror held above. Yet. We so inevitably bear a blame for the misery, living campaigns with such thrust to uberhypen, rather than as a matter of course to understand. There are numerous reasons. The H & M reality check about fails despite best intentions in next loading: in only seven of 35 H & M stores in New York City, which is actually “plus-size collection”, whose name is by the way also argumentative, sold (source). It is similar in Germany. We should the diversity might finally start to live, instead of talking about them constantly only.

 

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