In this post I will be reviewing over an advertisement for a Juicy Couture collection held back in the winter of 2009. The goal of this post is to analyze and review whether or not, this image may or may not support hegemonic gender norms in relation to clothing and representation. I have a strong admiration for cross-dressing; and gender-bending behavior due to the familiarity I assign it with due to my younger brother.
The image portrays what appears to be both a man and woman; where the woman embodies a structured, professional “masculine” look through her shoulder pads, and short haircut. Whereas the man clearly gender bends through the use of traditionally “feminine” attire, accessories, and stance. The hip is curved outward, the hair is long, necklaces reach down to meet manicured nails, a handbag garners the wrist, and a light pink, flowing tutu is worn with a pout for attitude. To justify my view of why this takes on a view blatantly opposed to hegemonic notions of what it means to be male or female, here is a reference from the book: “Fashion and Cultural Studies” by Susan B. Kaiser: “Some examples of male gender experimentation includes the combination of bodily markers of maleness (e.g. beards, muscles, genitalia) or masculine dress (e.g. leather chaps) with tutus, pink spandex, lingerie, and faux fur.” (pg. 146) Furthermore, to be specific the “male” in this image plays along with the obvious nature of his muscles, and bare anatomy; alongside his pink tutu.