Louis Vuitton’s 2011 Spring/Summer Men’s and Women’s Shoes Advertisement depicts a pair of male and female legs and feet wearing a matching set of two strapped dark brown waxed calfskin sandals. In an effort to show that these shoes can be worn on both men and women, this ad seems to appeal to both male and female consumers in its range. However, while the image has a very gender neutral aura alongside muted neutral colors, this advertisement continues to uphold traditional gender binary elements. For example, because the pair in the photo wear a matching set of shoes, their “male” and “female” traits are heightened to distinguish between them. The male’s feet are placed in the direct center of the advertisement while the female’s feet are placed slightly to the right. It also seems like the man is lifting the woman up in the photo, showing more dominance and strength in his position. In addition, the woman’s legs are smoothly shaven, with what seems to be painted red toenails, while the male’s feet are covered with business trousers and unpainted toenails.
Louis Vuitton has since then taken bold steps in gender fluid clothing with their 2015 campaign featuring Jaden Smith in a skirt, though it’s debatable whether that’s the best way to portray gender fluid clothing. After all, “fashion itself… is a process of experimentation,” and “feminism [and in my opinion, gender equality] is not only about gender relations but also… interplay with other vectors of power” (Kaiser 11).
Kaiser, Susan B. Fashion and Cultural Studies. Berg Publishers, 2012.
路易威登LV2011春夏男士鞋——系带鞋. CNFZ, 2011.www.cnfz.org/v/33532.html.
