- Sportswear giant Adidas recently featured male models showcasing women’s swimwear as a part of their ‘Pride range’ collection. The decision has sparked a significant debate about women’s representation.
- ‘Queer’ South African fashion designer Rich Mnisi recently launched a brand to reveal their new apparel collection aimed at the LGBTQ community.
Adidas’ decision to use male models to advertise women’s swimwear has raised eyebrows and led to questions about the brand’s intentions. The move seems to defy the logical expectation of using female models to promote clothing designed specifically for women. The use of male models in this context has sparked a broader conversation about the erasure of women and the lack of opportunities for them in the public sphere.
Chasing Sales- Companies and the Multi-Gender Trend
To increase sales and tap into the growing trend of gender fluidity, companies often adopt unconventional marketing strategies. This approach has been observed across various industries, including fashion, personal care products, and beverages. Adidas has a row of products included in its Pride collection that target the LGBTQ community to increase Adidas’ sales. Companies in the women’s cosmetic industry are now increasingly owned by LGBTQ individuals in the West.
Questioning Women’s Visibility
Many feminists and women’s activists have raised concerns about the erasure of women’s presence in public spaces, with the Adidas campaign serving as an example. They state that this issue becomes even more glaring when women athletes struggle to gain the attention and recognition they deserve, while transgender individuals receive greater visibility and support.
NCCA swimmer Riley Gaines publicly voiced her disappointment with Adidas’ campaign, highlighting the message it conveys about women’s worth and visibility. Gaines pointed out the asymmetry in advertising practices, where women are seldom seen modelling men’s clothing, but men frequently model women’s products. She states that this discrepancy raises questions about societal attitudes toward women and the perpetuation of gender stereotypes.
Foggy is the freedom of expression
In today’s heavily consumeristic market, companies often find themselves yielding to the ever-evolving gender agenda to survive and avoid potential backlash, including from the LGBTQ community. However, it is important to critically examine the implications of such an agenda, particularly concerning the rights of women in various aspects of society. Is the freedom of expression only granted to women who identify as LGBTQ? Are non-queer individuals devoid of any rights? Can’t the LGBTQ community see how, because of their movement, the dignity of women is suppressed, as ‘what is a woman’ is a question which should not be even in the discourse.
Women’s Dignity in Islam
Islam is a religion that has first given women a place of dignity and honour because, before the advent of Islam, there was huge discrimination towards women.
Islam, as a religion, emphasises the equal status and rights of men and women in their relationship with Allah. The Quran explicitly states,
“And for women are rights over men similar to those of men over women” (2:228)
highlighting the equal rights and responsibilities bestowed upon both genders. Allah swt further states,
“Whosoever does good, whether male or female, and is a believer, shall enter Paradise, and they shall not be wronged a whit” (4:125)
Islam ensures that women have rights and protections in every sphere of life, just like men. By upholding the principles of Islam, society can foster an environment where men and women are treated equally, and their rights are safeguarded.
However, it is common knowledge that Islam does not condone the exposure of a woman’s body in public spaces; this would be deemed as haram. A woman advertising a swimsuit on a billboard for instance, is not something which is promoted in Islam, as her dignity comes first and foremost. However, the erasure of who a woman is entirely, poses many issues for Muslims, as the role of a man and woman are very clearly defined in Islam.
