Femininity in this advertisement for Dior’s signature Lady Dior bag is expressed as seductive and powerful. I personally do not believe there is such thing as “traditional gender norms” because the role and the idealistic image or representation of women has always been different within time and culture. “In a later analysis, fashion/performance studies scholar Tania Hammidi and I suggested that beauty has often been theorized as a singular image, system, or narrative.”(Excerpt From: Susan B. Kaiser. “Fashion and Cultural Studies.”). Therefore, to answer the question “Does the advertisement reinforce traditional gender norms?, the answer would be: the ad does reflect and reinforce one of the generalized idealistic image of a women. The women conveys Independence, seductiveness and power through her gesture, pose and facial expression. Her right arm on her hip reflects the feminine curves whilst the straight left arm on an angled platform reflects independence and power. Her facial expression, especially her gazing down emphasizes the seductive element along with the red and purple colored lighting shining from her right.