{"id":3909,"date":"2019-03-20T12:18:50","date_gmt":"2019-03-20T06:48:50","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=3909"},"modified":"2024-04-30T10:06:57","modified_gmt":"2024-04-30T04:36:57","slug":"feminism-through-the-lens-of-brands","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/feminism-through-the-lens-of-brands\/","title":{"rendered":"Feminism Through The Lens Of Brands"},"content":{"rendered":"Reading Time: <\/span> 4<\/span> minutes<\/span><\/span>

Nike\u2019s \u2018<\/span>Dream Crazier<\/span><\/a>\u2019 commercial, which was unveiled at the Oscars 2019, pulled at the heartstrings of the viewers. Narrated by Serena Williams, it starts with the lines, \u201cIf we show emotions, we are called dramatic\u201d, followed by \u201cWhen we stand for something, we\u2019re unhinged. When we\u2019re too good, there\u2019s something wrong with us. \u00a0And if we get angry, we\u2019re hysterical, irrational, or just being crazy.\u201d It features many women sports personalities like multiple times Olympics gold medal winner Simone Biles, and South African runner Caster Semenya, besides Williams herself. It exposes the double standards they face and the gender barriers they have to break.<\/span><\/p>\n

https:\/\/www.youtube.com\/watch?v=whpJ19RJ4JY<\/a><\/p>\n

The ad evoked a strong reaction across all media platforms and is considered as one of the most powerful films made by a brand where the social commentary was at the centre stage and authentic. <\/span><\/p>\n

Feminism And Ethics Of Brand Communication<\/b><\/h2>\n

Nike is one of the many brands helping to shape the global narrative on feminism. By showing women\u2019s struggles, highlighting the prejudices and challenging the implicit bias without sugar-coating it, the American MNC in emerging as a brand with a conscience. <\/span><\/p>\n

The \u2018Dream Crazier\u2019 campaign reminds us of the controversial September 2018 US Open final between Serena Williams and Naomi Osaka. The <\/span>incident<\/span><\/a> sparked a debate about sexism and racism in tennis and the sports industry, in general. Williams has been at the receiving end of unjust treatment throughout her career. From being <\/span>scrutinized<\/span><\/a> for how she looks to being barred from wearing a dress for no apparent reason, from being called hysterical to being labelled as a difficult person, the multiple Grand Slam winner has been subjected to discrimination. And Nike underlined all this in bold letters in its ad, which is rare of brands to do. <\/span><\/p>\n

Nike has been <\/span>criticized<\/span><\/a> in the past for using women and feminism as a marketing strategy. But of late the brand has stepped up in a big way when it comes to <\/span>standing up for social issues<\/span><\/a> and picking a clear lane without being ambiguous. Their widely popular anniversary special Dream Crazy campaign with Colin Kaepernick is one such example.<\/span><\/p>\n

While Nike is using its huge platform to raise awareness about the feminist movement, there are brands like <\/span>Billie<\/span><\/a> that is reclaiming the female body by shattering the unrealistic and absurd standards of beauty set by society. In a first, Billie, a subscription-based \u2018women first\u2019 shaving company became the <\/span>only brand to show body hair<\/span><\/a> in its ad. When other razor brands feature women shaving hairless legs (which isn\u2019t the case with men razor brands), Billie broke a taboo that has liberated many women. The brand believes in celebrating all women \u2013 the ones who shave and ones who don\u2019t. Their main goal is normalize body hair. <\/span><\/p>\n