Levi’s Commercial and Contemporary Feminism
Women, Are We Really Progressing?
Levi’s latest commercial prompts reflection on contemporary feminism. In it, Beyoncé walks into a laundromat, strips off her jeans, and tosses them into a machine, remaining in a white culotte before sitting down to read a newspaper. This strange flashback raises questions about how commercial narratives align with modern feminist ideals and the broader cultural discourse on gender equality.
1985: Levi’s and the iconic spot
For those who grew up in the ’80s, this scene instantly brings to mind another iconic Levi’s commercial from 1985. Do you remember it? Set to Marvin Gaye’s “I Heard It Through the Grapevine,” a strikingly handsome boy with dark, Elvis-like features walks into a laundromat. He calmly strips off his Levi’s 501 jeans and T-shirt, staying in nothing but his boxers, and reads a newspaper, unfazed by the people around him.
This commercial didn’t just sell jeans; it catapulted the model, Nick Kamen, into the spotlight. He caught the eye of Madonna, who produced his 1986 single, “Each Time You Break My Heart.” The song became a hit. Tragically, on May 4th, 2021, Nick Kamen passed away at 59 after battling a long illness, leaving behind a legacy tied to an era of advertising that shaped cultural perceptions.
However, 1985 was Nick Kamen’s year. But that Levi’s commercial became iconic because it subverted expectations.Instead of the tired stereotype of a woman undressing, we finally saw a man. And what a man! Now, fast forward to 2024, and what do we see? Once again, the same old stereotype: women stripping off their clothes. Some evolution, right?
The new commercial and modern feminism
Apparently, Levi’s latest commercial embodies the contemporary version of feminism: a vision where naked women symbolize freedom, liberation, and empowerment. But is this really progress? Women’s portrayal feels more stereotyped than ever. When it comes to dressing – or undressing – this so-called freedom seems suspiciously aligned with what pleases the male gaze.
So, what are we really talking about here? Liberation and empowerment? Or is something more insidious at play? Does a woman’s worth still hinge on her nudity? Or are we still boxed in by cages of hair, makeup, plastic faces, and impossible body standards? If so, it hardly feels new. It’s the same old story, revealing more about patriarchy than it does about fashion or modern feminism.
Yet, the reality is so cleverly manipulated that we’ve been convinced this is about women’s power. But is it?
In fact, contemporary feminism, as reflected in the latest Levi’s commercial, offers little that’s new or empowering for women. Instead, it’s a step backwards. Perhaps we should revisit the ’80s, when it was a sexy man, not a woman, taking off his jeans.
🖤 Dive into our latest post, and don’t hesitate to reach out. You can comment here below (just register first), or drop us an email or WhatsApp. We’d love to hear from you! Whether you have questions, feedback, or just want to say hello, we’re all ears.
Let’s start a conversation! #formodernhumans
Levi’s Commercial and Contemporary Feminism Read More »