[image description: a closeup of a juicy couture advertisement from 2006 shot by tim walker. this image shows four older women (in their 60s or 70s) with candy coloured hair and contrasting outfits]
quick thoughts: so this has been pretty much on Every Awesome Person Ever’s tumblr over the past week or so so i figured i’d throw in my two cents because i love it too and because i love an excuse to share my over-thinking with the internet.
i love that i know what this is an ad for because i loved it so much and i love that i know they cut out the “actual” model (which is of course a young thin white model) and the “actual” products they were selling us. what i find amusing about this image, cropped in such a way that alters its original context, making the rounds on tumblr around a bunch of mostly feminist and generally badass identified young peeps is kind of about how i see that as a form of resistance. a way of reclaiming the very rare instances we see something that speaks to us in an advertisement. aspiring to be like the “background” of an ad campaign, rather than the model hired to make us want to look, dress, live like her.
i mean, this was originally an ad for juicy couture - a brand i’ve resented for as long as i can remember for branding their customer’s (largely targetting a young-hetero-thin-white, cis-female market) asses with the word JUICY. but i think a fair amount of the people who made it so this image has 4,000 notes could care less about what its original context was. what i find fun and empowering about this fact is that the people reblogging this (that i follow, i suppose i cannot vouch for the others) is that they are changing the gaze, resisting capitalist advertising bullshit, and just turning it into something fun and fluffy they can aspire to: be a badass old person who just does not give a fuck.