OCCUPY FITSPO

MAC uses a female bodybuilder and fitness model as the spokesmodel for its new “Strength” campaign:

Well-developed muscles are the embodiment of strength, and our culture doesn’t value physical strength in women. It might even be a little suspicious of it. A man with a six-pack is supposed to be sexy; a woman with a six-pack is supposed to be “mannish.” That stigma is why it’s so shocking to see [model Jelena] Abbou in a cosmetics ad: she’s styled and photographed in a way that glamourizes her and highlights her beauty and her femininity, but the ad also does not camouflage or attempt to minimize her incredible body. (Which is the usual treatment that athletes, particularly female athletes, get in fashion photography — for reference, just consider any time Vogue picks a lovely, slender, female athlete to be in a fashion spread.) In fact, Abbou’s muscular arms are the focus of this picture. That’s what makes this ad so striking, and so incredibly beautiful.

Read more about this rather remarkable ad campaign here.