News & Politics

This Fashion Brand Is Objectifying Naked Male Models to Make a Statement About Sexism

After all, the #1 rule of advertising is, sex sells.

Photo Credit: Suistudio

The longstanding irony of the fashion industry is that while it serves mainly female customers, it has capitalized on the decades-old advertising tradition of objectification of women. How many countless brands have used the nude female body to sell a product? In 2017, after three waves of feminist activism, one might think we’d have seen more progress by now. At least one company agrees, and to prove it, they’re using nude male bodies to turn the tables on objectification.

A new campaign for women’s business wear brand Suistudio features chiseled naked men—most of them faceless—lounging around a penthouse apartment while women in well-cut suits touch, ogle and use their bodies to prop up their stilettos. It’s obvious social commentary on the one-sided nature of sexual objectification: it flips the archaic, traditional male-female dynamic on its head by outfitting women in power suits and casting men in submissive positions. 

Credit: Suistudio

Credit: Suistudio

Credit: Suistudio

Suistudio USA vice president Kristina Barricelli told UpWorthy, "There is nothing wrong with sex, the naked human body, and the inclusion of that in a campaign. Sex is a big part of fashion. The problem is that in recent history, we haven’t seen a naked man objectified in the background. How strange! Why not?"

The campaign was shot by fashion photographer Carli Hermes and is aptly titled “Not Dressing Men.” Ha.

Could a photo shoot finish the work feminists launched to reverse sexism and finally bring about women’s full equality? Probably not. But it’s fun and provocative and certainly makes a statement. Which is the whole point of fashion, after all.

Liz Posner is a managing editor at AlterNet. Her work has appeared on Forbes.com, Bust, Bustle, Refinery29, and elsewhere. Follow her on Twitter at @elizpos.

 

 

Sign Up!
Get AlterNet's Daily Newsletter in Your Inbox
+ sign up for additional lists
[x]
Select additional lists by selecting the checkboxes below before clicking Subscribe:
Activism
Drugs
Economy
Education
Election 2018
Environment
Food
Media
World