‘H&M New Autumn Collection 2016’
There are some common stereotypes about women. When most people portray women, the people usually use some words, “cute”, “feminine” and “friendly”. Even though I am a woman, when it comes to describing women, I do tend to use similar words. A society was too rigid to apply that stereotype to a woman but things are changing and we have to get rid of “the image of a woman” stereotype. According to the book by Susan Kaiser, “Gender is socially constructed and culturally created and represented” (Kaiser 2012, 127).
I want to talk about one of the most biggest fashion brands, H&M asks us what it means to be “ladylike”. The campaign, directed by Gustav Johnston makes people to think about the question and they also try to break down the walls of prejudice. The video is set to a remake of Tom Jones’ 1971 hit “She’s A Lady,” by Lion Babe. The video displayed the perfect fusion of Image and sound go perfectly together here. In the video, there are some women who help me to throw out the prejudice.
A woman who had her hair shaved just like a man
A woman who does not shave her armpits
A woman who has a muscular body
I could see what the fashion brand wants to talk about through the video. It was interesting that H&M one of the most powerful influencers in fashion, created this campaign, which accepts the diversity of meaning about women.
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