The ad is a perfect example of the way in which entirely-unrelated messages get inexplicably translated into half-naked women looking uncomfortable… Why in heaven’s name slather a perfectly clean woman in goop that looks like oil and make her crawl in a marsh? Because half-naked women who are dirty, disgusting, and uncomfortable are high-fashion. Because we love to see women on their knees in the mud. To a great extent, elite fashion imagery involves putting women in gross situations and pretending that it’s cool. These images assault their bodies and their dignity. So how else would an elite salon advertise its good-doing? Female punishment is the language of fashion. Fluid just speaks it fluently.
Posted: July 5, 2010 at 11:12 pm.
