I selected a Helmut Lang advertisement from Spring/ Summer 2004 that was photographed by Juergen Teller. There are multiple variations of this advertisement depicting different bodies, yet still with skin (possibly nipples) being exposed. The images are composed in a way that crops out aspects of the body, where the viewer could potentially assume each models’ gender. The garments are fitted tank tops, yet show very little of the form, only exposing an arm, shoulder, and a bit of the torso on each body. The style of dress is minimalist, and the tank tops are both neutral colors. The advertisement alludes to sex through the submersion of gender constructs/ideas. The body is exposed at the chest/ nipple, which is socially acceptable for men, but not for women. This could be focusing on a new way of dressing for both genders. But, the images only seem sexual due to our societies fixation on sexualizing nipples on the female form. So, this advertisement goes against gender norms, if one or both of these models are women. They are “exposed”, shifted the social acceptance of women wearing garments that are partially topless. The advertisement, also, focuses on the idea of androgyny, as well men and women sharing garments (unisex garments).
