Vicky Form is a Mexican lingerie company that has recently released a campaign called ”New commandments for women.”
1. I shall never call another woman a whore.
2. No one can convince me from not wearing a condom.
3. I shall never get pregnant just to keep a man by my side.
4. No one can judge me based on the number of people I’ve slept with.
5. Is my responsibility to fight for my own (woman) rights.
6. I will not tolerate any kind of violence towards myself.
7. I will not fear or be ashamed if I find myself attracted to women.
8. It is my decision if i want to get married or not. (and don’t deserve to be judged for it.)
I find this campaign to be a ‘big deal’ for the fact that is released in Mexico. One of the most sexists, closed minded and underdeveloped countries in the world.
Not so many companies take the risk to make advertisements like this because they’re obviously going to be criticized and possibly be affected by it.
Someone is taking the risk, telling the truth, and trying to get to the minds of the people. Sharing the fact that we are all human, and have to be equally treated like it, leading to a better and more developed society.
Its a big step for Mexico, and for women.
okay be fucking real here
it’d be a big step to have a lingerie company in america do this, too
I have so much respect for this, holy shit.
It could be lack of sleep, but I have some issues with a few of these. Perhaps the wording? I like the concept, yes. I just feel a couple of these puts the emphasis, as always, on us women being solely responsible for stopping things like VAW & rape culture. This mentality & the way it’s stated equates to I am at fault for getting assaulted because I didn’t take a stronger stand, etc. F that.
Also, the condom thing sparks some questions for me. And again, it’s US that’s responsible for making the DUDE PUT A CONDOM ON HIS PENIS. Yes, all of you should have your male partners wear one, but maybe tell the person with the dick to be slipping one on. I can’t articulate further why this one irks me, I need my morning tea to do so. Plus the whole “I won’t get pregnant to keep a man”? Wtf. That’s not one of my commandments, that just makes fucking sense, you know, like breathing. Maybe I’ll think it over & write about it. I feel like “good job, you tried!” but maybe let’s re-word & rethink some of this.
Maybe I should go back to bed…
Context my friend. This is an advertisement for lingerie which is directed to women. This is not a PSA. The goal is to get women to feel empowered and good about themselves so they will buy lingerie. If this were an advertisement attempting to get men to buy women’s lingerie it would look very different. All of your points on equal responsibility are completely valid but this isn’t for men. Talking to men would only distract from their goal of selling lingerie. I feel like this company should be applauded for trying to do this by selling emotional strength rather than the typical impossible body image.
I’m well aware it’s not a PSA. (If I didn’t know you, here’s where I’d add that as a woman, I actually can read…) I’m most aware it is directed toward women, and again, we women are being told how *we* should prevent and handle all things relative to rape culture. I’ll even let the condom one slide, though I still feel it’s bullshit and once again, reminds us the responsibility for men’s actions is upon us. Fighting for womens’ rights should be a universal fight, they are human rights we should all campaign for. And their audacity to mention & make a “law” for us to take note of & follow about the “not becoming a knocked-up man-trap” is beyond insulting.
This infuriates me. Doesn’t make me embrace my body. Or feel united. Or feel sexy. They can go about empowering women in a similar ad campaign. I’d love to see such attempts by companies universally. But spare me the “rules to live by” that at times borders utter offensiveness.
You want to make me feel good about wearing lingerie? Lift me up. Don’t tell me to abide by laws that men have made at times impossible to “obey.” I did like the “it’s okay” ones, some of them do encourage embracing one’s sexuality and self. But a few of them need to go.
There are ways to sell lingerie to women while empowering them. Ads that clearly should come with a trigger warning is not one of them. Ads with body-positive messages and with a broad representation of the female body would be a good start (The photoshopping can go too!). But don’t sit there telling me how I need to be in control of violence that a man does against me and expect me to want to buy a lacy thong.
I agree that there is a disconnect between the statements and body image. They are completely unrelated. They are not bringing body image positive or negative to sell their product.
Also I didnt read the dictatorial tone that you did. The original 10 commandments, which are irrefutably dictatorial, are all written in the second person. “You must do this”, You cant do that”. These are all written in the first person. “I can do this”, “I dont have to do that”. I think this is done very intentionally to convey the narrative that the women in these ads are claiming these ideals for themselves, rather than being dictated to by societal norms.
And yes I also agree that these statements represent a fairly low bar for feminism. In 2013 these are things that shouldn’t need to be said but we have a culture that has a persistent conscious and unconscious tradition of disempowering women. There are still women and girls who need to hear these things. You are not one of them, I know this, but not everyone is there yet. These things are not yet cultural defaults and I think these are good messages for young women to hear.
Yes, fighting gender inequality is everyone’s job and to phrase it as a “responsibility” is a misstep. Within the context of the other positive declarations they have made, I give them the benefit of the doubt that they did not mean that gender equality is solely on the shoulders of women. This being said in this, as in any inequality conflict, real lasting change doesn’t happen until the privileged class is moved to take action and the privileged class does not move until the disempowered class makes enough noise. The voting rights act was signed into law by a bunch of white people and it never would have happened without the black people speaking out. The same is true with gender equality and that is the message I took from that panel; A feminine refusal to not let shit slide.
Same goes for statement against violence. You are absolutely right that shit is terribly worded, maybe something is getting lost in the translation. I dont know but the interpretation that fits with the spirit of the rest of the ad is to not accept violence, to not be silent when is occurs. Now I am fully aware that it is not my place as a person in the position of privilege to ask this of women. That would be ridiculous. There is no way for me to know what it’s like to be a woman in that situation. I merely interpreting intent.
All in all despite it’s previously discussed short comings, I still maintain that this ad sends a predominately positive message and it is good that it exists.