I am not writing as often as I used to, I guess every blogger goes through these phases. It's been a full week, and the highlight of it has been the Mirror Mirror conference at the London College of Fashion, where many people gathered to hear about current research in the field of ageing. I was delighted to have the opportunity to meet Ari Seth Cohen and also the Fabulous Fashionistas, the feisty ladies with an average age of eighty, who recently appeared in the Channel Four documentary as the stylish ladies they are, including the well known 'supermodel' Daphne Selfe, currently featured in Red.
I met interesting people and connected with them. I am also now very aware of a trend called 'frugal shopping' which is basically to do with shopping in charity shops to find vintage items and generally be aware of recycling - I fully endorse this, it speaks to me and my commitment to sustainability.
In my next posts I will explore all this new material, by and by.
But today I would like to talk about something that has been on my mind since I saw the recent campaign by Boots Number 7, which features 'real women'.
I love this campaign, don't get me wrong. But I am always baffled that there should be a distinction between 'real women' and models. I have written about this in other posts, often in passing, so I may be repeating myself, but I wanted to raise this issue once again.
Models are real women. Those who do fashion are usually very young and very tall, with some notable exceptions, Daphne Selfe being a case in point. Admittedly, many are not yet women, they are adolescent women (and men, there are also male models!) but there is nothing unreal about them.
Of course, I am aware of what the world of advertising is trying to do: the young fashion models are cast in the role of an ideal, whereas the 'real women' are chosen for certain advertising campaigns and are closer in looks to the women who are meant to buy the product.
Model agencies have always distinguished between editorial models, the ones with a more edgy look, and commercial, the ones with a girl-next-door look. Now there is a category called 'real people', commercial models of both sexes who are even 'allowed' to show signs of ageing.
For novelty, some advertisers go for street casting, choosing models that have never appeared in a campaign before, so the fiction of the real woman can be sustained.
But the women and men who appear in these campaigns are carefully selected to match certain criteria and some of them may even have modelled (or acted) before. Many, following the campaign, will be signed up by some agency.
Why am I taking issue with this? Well, to me this distinction is a double edged sword.It sounds great, but actually it insidiously perpetuates the status quo. First, as I have already said, models are real women and should be seen as such. They are real women who have embraced modelling as a profession. The 'real women' are also models.
Ultimately, I am taking issue with a definition of 'model' that seems to have wide currency: someone very young, very tall and very slender. I would like the definition of a model to be broadened, to embrace greater diversity on the catwalk as well as in advertising, demystifying the ideal of a child like woman and acknowledging the professionalism of all the women and men who model.
I have not discussed yet the role of celebrities in advertising campaigns, that is a different issue altogether and the topic for another post.
I will leave you with this to ponder: modelling is a profession and those who do it are real women and real men.
I met interesting people and connected with them. I am also now very aware of a trend called 'frugal shopping' which is basically to do with shopping in charity shops to find vintage items and generally be aware of recycling - I fully endorse this, it speaks to me and my commitment to sustainability.
In my next posts I will explore all this new material, by and by.
But today I would like to talk about something that has been on my mind since I saw the recent campaign by Boots Number 7, which features 'real women'.
I love this campaign, don't get me wrong. But I am always baffled that there should be a distinction between 'real women' and models. I have written about this in other posts, often in passing, so I may be repeating myself, but I wanted to raise this issue once again.
Models are real women. Those who do fashion are usually very young and very tall, with some notable exceptions, Daphne Selfe being a case in point. Admittedly, many are not yet women, they are adolescent women (and men, there are also male models!) but there is nothing unreal about them.
Of course, I am aware of what the world of advertising is trying to do: the young fashion models are cast in the role of an ideal, whereas the 'real women' are chosen for certain advertising campaigns and are closer in looks to the women who are meant to buy the product.
Still from the Anavae "Anti-Faith" music video, model/dancer myself
For novelty, some advertisers go for street casting, choosing models that have never appeared in a campaign before, so the fiction of the real woman can be sustained.
But the women and men who appear in these campaigns are carefully selected to match certain criteria and some of them may even have modelled (or acted) before. Many, following the campaign, will be signed up by some agency.
Why am I taking issue with this? Well, to me this distinction is a double edged sword.It sounds great, but actually it insidiously perpetuates the status quo. First, as I have already said, models are real women and should be seen as such. They are real women who have embraced modelling as a profession. The 'real women' are also models.
Photo by Elina Pasok, Dove style campaign, model myself
I have not discussed yet the role of celebrities in advertising campaigns, that is a different issue altogether and the topic for another post.
I will leave you with this to ponder: modelling is a profession and those who do it are real women and real men.
Yes, indeed the definition "someone very young, very tall and very slender" is in line with the general properties connected to the word model but I think you can add either female or woman, depending on which of the words that suits the context best.
ReplyDeleteWhat then about the sterotypes for male models?
I beleive that there is less focus on age, at least "very young" doesn't apply as well as for female models, but aren't they, in general, very fit, muscular, slim and, in particular, without any trace of body hair except for on the head and maybe a "sexy" three day shade?
Wax on, hair off, gym five days per week seems to be the thing but is it a look that most men desire and/or can identify themselves in? Is it a real ideal among women or men in general or rather one that advertisers perceive is the right ideal in or culture, time and place?
A week doesn't go by when we don't get an email from someone complimenting us on using "real women" on our sites. We do use women of all sizes and ages (even into their 70's) but some of the ones that receive compliments are "real models." The difference is the lack of professional makeup and minimal (amateur) photoshopping. When looking through fashion magazines, sometimes the photos are just so perfect that they almost look like illustrations. The "real women" comments seem to erroneously target the person rather than the process and the industry.
ReplyDelete