Fashion

Hanna Margrethe Enger: Er Victoria’s secret gått ut på dato?

Årets Victoria’s Secret-show gikk nylig av stabelen. Mens flere magasiner rapporterte fra både foran og bak scenen, har kritikken haglet i ettertid. Og det er før showet har blitt sendt på tv.

2018 Victoria's Secret Fashion Show in New York - Backstage
NEW YORK, NY – NOVEMBER 08: Behati Prinsloo and Gigi Hadid pose backstage during the 2018 Victoria’s Secret Fashion Show at Pier 94 on November 8, 2018 in New York City. (Photo by Dia Dipasupil/Getty Images for Victoria’s Secret)

VS har blitt kritisert tidligere for lite mangfold på catwalken, og de har nå modeller med forskjellige etnisiteter, men ingen plus size-modeller, transmodeller eller modeller med handikap. På spørsmål om å bruke transkjønnede modeller i showet svarer markedssjef Ed Razek «Nei, jeg syns ikke det. Hvorfor ikke? Fordi showet er en fantasi.»

Da er det naturlig å spørre hvem sin fantasi? Ed Razek er en 70 år gammel mann, og showet er sikkert mange heteroseksuelle menns fantasi, men neppe kvinnene de ønsker å nå. Post #metoo er det ikke greit med et nesten tre kvarter langt show som objektifiserer kvinnekroppen. En kvinnekropp få av oss er født med, eller har økonomi og tid til å oppnå. For selv om modellene har en genetisk fordel, bruker de masse tid og penger på trening, skjønnhetsbehandlinger og spesialkonstruerte dietter.

Kvinner vil ikke bare være noe for menn å se på. Overseksualisert undertøy selger ikke som det gjorde før, nå er komfort viktigere. Det søkes mer på Google på braletter, myke BHer uten spiler, enn push-up. «Fantasien» VS prøver selge passer ikke lenger inn i kvinners liv.

2018 Victoria's Secret Fashion Show in New York - Backstage
NEW YORK, NY – NOVEMBER 08: Barbara Fialho poses backstage during the 2018 Victoria’s Secret Fashion Show at Pier 94 on November 8, 2018 in New York City. (Photo by Dia Dipasupil/Getty Images for Victoria’s Secret)

Personlig føler jeg ikke Victoria’s Secret ønsker meg som kunde. Når alt jeg ser er undertøyet deres på perfekte kvinner, tenker jeg at det kun er perfekte kvinner som kan bruke det. Det kan hende det er planen deres, men de går glipp av en stor kundegruppe. Jeg har lenge lurt på hva som er tanken bak bruken av kun én type kvinne, det er da mer sannsynlig man kjøper et produkt hvor man kan kjenne seg igjen i modellen?

Ed Razek hevder i et intervju med Vouge at over 1 milliard mennesker i 190 land så showet på TV i fjor, en økning på 45%. Men i USA fulgte i underkant av 5 millioner showet, en nedgang på 30%. Til sammenlikning hadde serien «This Is Us» 10.8 millioner seere. Færre og færre ser på VS showet for hvert år, og om sjefene ikke hører på kritikken, burde stadig lavere seertall være et språk de skjønner. De følger ikke med i tiden, og gjør de ikke noe med det raskt, vil de ikke overleve.

Razek har i ettertid kommet med en beklagelse til transkjønnede, og sier de har hatt noen på casting, men at de ikke fikk jobben ikke hadde noe med kjønn å gjøre.

Følg Pluss-size-blogger Hanna Margrethe Enger på instagram

2018 Victoria's Secret Fashion Show in New York - Backstage
NEW YORK, NY – NOVEMBER 08: Victoria’s Secret 2018 runway models pose backstage during the 2018 Victoria’s Secret Fashion Show at Pier 94 on November 8, 2018 in New York City. (Photo by Dia Dipasupil/Getty Images for Victoria’s Secret)

To our English readers:

Pluss-size-blogger Hanna Margrethe Enger: Is Victoria’s Secret past their sell by date?

Last week was year’s Victoria’s Secret show. While several magazines reported from both in front of the stage and backstage, there has been a lot of criticism afterwards. And that’s before the show has been broadcast on television.

VS has been criticized previously for little diversity on the catwalk, and now they have models of different ethnicities, but no plus size models, transmissions or models with handicaps. Asking about using transgender models in the show, chief marketing officer Ed Razek answers “No, I don’t think so. Why? Because the show is a fantasy. ”

It is natural to ask who’s fantasy? Ed Razek is a 70-year-old man, and the show is probably the fantasy of many heterosexual men, but hardly the women they want to reach. Post #metoo is not ok with an almost three-quarter-hour-long show that objectifies women’s bodies. A female body few of us are born with, or have the economy and time to achieve. Because even though the models have a genetic advantage, they spend a lot of time and money on exercise, beauty treatments and specially designed diets.

fashion-show-2018-backstage-hair-make-up-set-up-victorias-secret-hi-res
NEW YORK, NY – NOVEMBER 08: Backstage at VS.

Women no longer want to be something for men to look at. Over sexualized underwear does not sell as it did before, now comfort is more important for women. There are more searches on Google for bralletes, a soft cup bra, than push-up-bras. «The Fantasy» VS trying to sell does not fit women’s lives anymore.

Personally, I do not feel Victoria’s Secret wants me as a customer. When all I see is their underwear on perfect women, I think that only perfect women can wear it. It may be their plan, but they miss out on large customer group. I have long wondered what the idea is behind the use of only one type of woman, aren’t we likely to buy a product when we can relate to the model?

Ed Razek claims in an interview with Vouge that they had over 1 billion viewers in 190 countries last year, an increase of 45%, but in the United States less than 5 million watched the show, a decrease of 30%. By comparison, the series This Is Us had 10.8 million viewers. Fewer and fewer watch the show for each year, and if the bosses do not listen to the criticism, the lower audience rate should be a language they understand. They are not in tune with the times, and is they do not do anything about it quickly, they won’t survive for long.

Razek has since come with an apology to transgender models, saying they have had some come into castings, but the fact that they didn’t get the job had nothing to do with gender.

Follow Pluss-size-blogger Hanna Margrethe Enger on instagram

2018 Victoria's Secret Fashion Show in New York - Backstage
NEW YORK, NY – NOVEMBER 08: Jasmine Tookes poses backstage during the 2018 Victoria’s Secret Fashion Show at Pier 94 on November 8, 2018 in New York City. (Photo by Dia Dipasupil/Getty Images for Victoria’s Secret)
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