A fashion label’s recent video advertisement showcases women talking about stereotypes that brands and the “male gaze” subject them to. The advertisement used a differentiation on words like ‘pretty’ and ‘thin’ which are usually used to describe a good looking woman. The campaign seeks to break stereotypes, in what is appearing as the most happening trend of the year, and we spoke to city folk about movements like this one that inch closer to finding our individuality.
Aswathi Balakrishnan, a city-based fashion blogger who participated in the campaign says, “The campaign was to empower women to join the community of breaking stereotypes. I genuinely support that and I felt the needed to voice my opinion. For me, it was about coming out of insecurities and my own shell. There are a lot of issues on how we view women. Insecurities are more apparent when you grow up and they kind of grow with you, and this was a move to come out of all that.”
For years, we have been taught to think in certain ways and the apparent change has been slow but steady. As Susan Ajith, an undergraduate student opines, “Breaking the standard stereotypes has been an ongoing process for years now. With ideas of male dominance being imprinted on us since childhood through media and other mediums, reshaping our subconscious is a difficult task. Subliminal messages are yet another hurdle to be overcome. With awareness and empowering thoughts, women are encouraged to speak out about their struggles against the patriarchal society. Similar to the #metoo campaign, this is yet another step towards progress.”
Realistically speaking, Urvashi Goverdhan, a city-based theatre artiste believes it’s easier to break a norm when you have allies. “No matter how different you choose to look, it takes courage to do it every day. At every step of the day, if it’s only you, then it’s not going to bring as much of a change than when other people are willing to change with you. Individuality and expressing it can be exhausting. I’m really happy that these sort of movements are being initiated. There has been a slow infiltration from the media into everyday life. It takes time, but it’s good to see darker skin and plus-size models and actors doing well. I think it’s the first step to change but I feel like it’s going to take a while to get into everyday life.”
Women today understand that embracing femininity comes from a perception that has nothing to do with the male gaze.
Elsa Francis, an engineering graduate adds, “A lot of people harbour a fear that they aren’t beautiful physically. Why worry about the male gaze when you know it’s not the only way to see yourself. The things we do to hide our perceived lack of beauty are the very things that keep us from revealing our beauty to the world!”
