Strong & Beautiful Style at MAC

strength

I’m currently loving the current MAC ‘Strength’ campaign, featuring fitness model and female body-builder, Jelena Abbou. I’m a long-term fan of MAC make-up and they’re known for employing eye-catching concepts and styling for their photo-shoots, but it’s really refreshing to see a mainstream advertisement that celebrates some diversity in female beauty. Other than rather tokenistic (and often insulting) ‘real women have curves’ shots, a particular standard of young, waifish (and usually white) beauty is very much the published norm. Though being fit and exercising has never exactly been unfashionable, often it seems to be marketed only as a means to losing weight and becoming a particular shape. See this rather depressing article about a New York-based trainer who helps agency models get down to sample size with a very particular exercise regime “Push-ups are out — developing the chest is bad news — as are squats and lunges, which make the derrière too round to fit into the clothes”. When muscular women have featured in ad campaigns and editorials, they’re often portrayed as something of a freak-show attraction, or in a rather masculine manner. It’s nice so see that this campaign celebrates Abbou as a feminine woman as well as an athlete, whose body is a testament to her power and dedication. Strength indeed.

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