Okay, forget the creepy "modelquins" commercials for a second. Old Navy has managed to once again be condescending to its customers. They have added a new style to their ridiculously named women's jeans that neatly packages their women customers into brightly colored, cotton, female stereotypes.
Previously, you could be slutty (the Flirt ), a doormat (the Sweetheart ), or a bitch (the Diva ). Now you can be The Dreamer :
In other words, you're fat and you better push those curves into the appropriate shape.
Cause if you don't, you'll only get to daydream about a boyfriend to steal jeans from when you would rather not be a slutty, doormat, bitch.
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I don't know how many people follow silent film and early Hollywood the way I do, but I can't help but notice parallels in the roles that actresses were forced to play during the era. One could either be the Virgin (Lilian Gish), the Diva (Greta Garbo), the Vamp (Louise Brooks), or the Flapper (Clara Bow). Those who did not conform to these easily identifiable categories often did not get roles.
I do not like this ad campaign at all! They way they use the mannequins instead of people bothers me; I do not think it is cute or funny, just weird. The "men" and "women" mannequins fit the gender stereotypes as well as the different stereotypes you mentioned.
Another new "trend" so to say is the "boyfriend t" or the "boyfriend sweater" or the "boyfriend *insert random clothing item*"
A lot of designers are replacing "boyfriend" with "grandpa" or "girlfriend." I don't know if that's better, but at least it's not heteronormative. I don't know what's wrong with words like "slouchy" or "comfy," but you know the clothing industry.
Aww. I want a cozy grandpa sweater. Maybe it would fill the distinct lack of warm fuzzy grandpa in my life.
There are plenty of reasons not to shop at Old Navy, but I think you're looking way more into this than is needed. I'm actually more offended by your take on this, conflating being a "sweetheart" with being a doormat and whatnot, than the names of the jeans themselves.
You know, I was kind of thinking about this too. I have a pair of Flirt jeans from Old Navy, and they are the softest, most comfortable, and most flattering pair of jeans I own (prior to pregnancy, at least). And they aren't slutty.
Yeah, I'm with you on this. In the commercials I've seen (and I've been watching a sickening amount of TV lately), these stereotypes aren't being used by the modelquins when they're talking about the clothes.
Also, I think the modelquins is a really good idea (I know the OP said don't go there, but I think it bears mentioning) because it mocks the idea of the "plastic and fake" model persona and takes it to the extreme of it being a soap opera of sorts. I find them smartly satirical while still grabby enough to get people to pay attention to Old Navy products. It's a really smart promotion, imo.
Is it just me, or does anybody else think all those styles look indistinguishable?
Its just you. Even when I shopped in the women's section I couldn't tell the difference expect with different colors and things like that.
The only difference between the jeans is in the rise. They all come in a variety of cuts (skinny, boot, trouser, etc).