On Trend for Autumn/Winter: Feminism
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Fall fashion is on the catwalks, and what’s in vogue this season isn’t just florals, ski pants and asymmetric hemlines. In the world of fashion advertising, feminism is the hot new look. From designer names to mass-market fashion retailers, brands are embracing strong, real, independent women in their autumn and winter ads, while beautiful, impersonal models take a back seat.
First, Kenzo blew traditional fragrance advertising out of the water with a spot directed by Spike Jonze, which depicted actress Margot Qualley as a woman going berserk, in a kind of female homage to the director’s iconic “Weapon of Choice” video for Fat Boy Slim. Carol Lim, the founder of Opening Ceremony, which co-created the fragrance for Kenzo, described the woman in the video as an “activist” and a “doer.”
Elsewhere, H&M promoted its women’s Autumn/Winter collection with a spot set to a cover of the Tom Jones track “She’s a Lady,” by all-female group Lionbabe. The film deliberately rejects the old-fashioned notions of “ladylike” implicit in the lyrics — someone who “always knows her place” — and depicts new definitions of femininity, such as sporting large muscles and armpit hair, or eating fries in bed. Transgender model Hari Nef is among the real women to appear in the ad.
