This an advertisement for fashion brand Tom Ford. This is a beauty campaign for his Lips and Boys lip set. Typically in the past lipstick was advertised and made for women. This goes against gender norms in the fact that the advertisement has a man wearing lipstick in a non ironic way. “But we can think of gender more generally as a process of marking, unmarking and remarking as individuals articulate it” Kaiser 125. This quote is talking about how we identify people as a certain gender based on looks and what has been historically gender normative. However, if we ignore those norms and dissociate actions with certain genders it is possible for people to identify themselves as any gender they feel they are creating a more fluid process. This advertisement supports this statement because you can see that the different shades allow for someone to look more feminine or masculine despite what gender or sex they are, and therefore can help demolish the gender binary set by society. I like this advertisement because I think it is one of the few beauty advertisements that isn’t aimed at women or female customers. I think more brands should try advertising like this.
