I yam what I yam

So I was in the gym the other day. Like a lean, mean, workout machine (red-faced, sweating and trembling slightly). I was doing some squats or lunges or possibly some squatted lunges and I had a sort-of epiphany. I realised that these lunge-squat thingymabobbies were making my thighs strong and muscly. Not waspish and gazelle-like. Which I assume, in some subconscious, fashion influenced manner, I was striving for.

I mean it has been scientifically proven that all fashion magazines are sending you subliminal messages to eat less and move more right? An invisible Anna Wintour hiding in the folds, barking at you to put the fork down fatty. Carine Roitfield blowing out imaginary plumes of Gauloise smoke in between the shoot on leather hotpants. So I guess, yes, I wanted those likkle French thighs that slip into a pair of pencil trousers so easily or those elongated limbs that stalk down the catwalk in their leather-look leggings.
Well I realised in the gym that fateful day that I am happy to have strong, muscly thighs. They may not allow for a pair of skinny jeans to caress them lightly, but they can run pretty fast, they can pedal to the metal and they can balance good in yoga. So when I came across these ads for Nike on soisaystoher, I nearly fell off my chair. They’ve been out for a while, but somehow didn’t come onto my radar. The ads are a daring salute to sporting women everywhere celebrating swimmers shoulders, rugby players thighs and sturdy hips. There are 6 adverts in total and each contain a proud eulogy to the various elements of the female body that can often be so ‘wrong’ for fashion, but so ‘right’ for sport and power and self confidence. Bring it.

Jennie

  • soisaystoher

    hey ladies. thanks for the link. I’ve just spent a lovely half hour or so discovering your great blog and am very excited to have some great office reading to look forward to for the morning. Best fashion blog I’ve come across yet. BTW, I’ve had a load of searches on those nike ads over the past week or so – they were out like 5 years ago. Any idea why suddenly loads of people are trying to track them down?

    • jenniemc

      aw thanks for those kind words! yeah i was delighted when i came across your site – sent it on to a few buddies doing MA’s and those interested in progressive women’s writings.
      no idea why the nike ads are so popular now. i only saw them when i came across your site – i also thought they were pretty recent until i pulled up the ads myself. didn’t see them the first time round – maybe they should run them again?!

  • Aoife

    They’re brilliant ads aren’t they? First saw them on the excellent sosaysitoher blog. You might despise Nike and its exploitative hanky panky with sweatshops but goddamn, those Nike Women folk make a good ad. “those who don’t like it, are invited to kiss it” – definately my favourite one.

    • jenniemc

      yep yep, i hear that about the bauld nike, but when you have hunky doreys doing such exploitative crap, it is kinda nice to see one of the big guys taking a different tactic. ultimately it’s all about sales for them, but its nice to see some positive reinforcement in the media. did some good wall squats this morning!

  • soisaystoher

    I figured out why the post was getting so much traffic – nike just re-released the butt one with a different picture. I updated my original blog post with the new pic and a wee extra line or 2 if you want to check it out. http://soisaystoher.wordpress.com/2010/05/11/my-butt-is-big-and-if-you-dont-like-it-you-are-invited-to-kiss-it/

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