[05] Valentine’s Dispatch 💌 : Selfishly gift yourself for Valentine’s
Roses are red, violets are blue, this Valentine’s Day, it’s time to celebrate you.
Welcome to episode 5! I’m Felicitas and this is CultureCodes.
As Valentine's Day approaches, the air is filled with the scent of roses and the allure of chocolates, but this year, three culturally influential brands are redefining how we view this annual celebration of love. SKIMS, with Kim Kardashian embodying the whimsical "Mother Butt Fairy," and Reformation, featuring Pete Davidson as the "Ultimate Boyfriend," as well as Balenciaga’s “Valentine Series” have launched campaigns that champion female selfishness in a refreshingly empowering manner.
The Modern Fairy Tale: Kim Kardashian as the "Mother Butt Fairy"
SKIMS, the innovative shapewear brand founded by Kim Kardashian, has always pushed the envelope when it comes to redefining beauty standards. This Valentine's season, the brand has taken a playful yet provocative approach. Kim Kardashian, adorned in ethereal wings and shimmering attire, emerges as the "Mother Butt Fairy." This character, with her iconic curves and confident demeanor, is a celebration of body positivity and self-love.
Beneath the whimsical imagery and playful personas, the SKIMS campaign taps into a profound, often unspoken truth—maintaining a perfect shape is an arduous, nearly impossible task. In a world dominated by seemingly flawless influencers and an ever-demanding wellness and fitness industry, the pressure on women to achieve and sustain an ideal body can be overwhelming. Kim Kardashian's portrayal as the "Mother Butt Fairy," with her celebrated (and knowingly: not so real) curves, subtly acknowledges this reality.
The campaign encourages women to indulge in self-care and embrace their bodies, flaws and all. The "Mother Butt Fairy" is not just a whimsical figure but a symbol of transformation and empowerment. Women deserve to celebrate themselves, to pamper their bodies, and to prioritize their own desires. In a society that constantly demands women to conform to unrealistic standards, SKIMS' campaign is a refreshing reminder of the importance of self-appreciation.
Reformation's Romantic Rebellion: Pete Davidson as the "Ultimate Boyfriend"
On the other hand, Reformation, the sustainable fashion brand known for its chic and eco-friendly designs, has taken a different yet equally bold approach. Enlisting Pete Davidson, the comedian and actor who has captivated hearts with his charm and wit, the brand presents him as the "Ultimate Boyfriend."
This campaign flips traditional gender roles on their head, positioning Pete Davidson as the ideal partner who caters to the whims and wishes of his significant other. The imagery and messaging celebrate the idea that women have the right to be adored and cherished. Pete Davidson, with his laid-back persona and genuine affection, even tattoo-free, embodies the perfect boyfriend who is attentive, supportive, and eager to make his partner's dreams come true. It taps into the insight that women want to be listened to, taken seriously and embraced with all their flaws.
Reformation's campaign is a playful nod to the fantasies many women harbor, where they are the center of their partner's universe. By featuring Pete Davidson in this role, the brand taps into the collective desire for a Valentine’s experience that is unselfishly indulgent, where female pleasure and satisfaction take precedence.
Balenciaga: Wear the Love Letter to yourself
Adding to the innovative lineup of Valentine’s campaigns, in a more subtle and subverted fashion is Balenciaga's latest Valentine's series which offers hoodies, t-shirts around the $500 price-tag carrying a visual aesthetic, captured 'through the doorbell lens’. The sentiment of anticipation and excitement. The shirts worn on the significant other as well as one self are an expression of putting yourself first. The distressed apparel paired with the raw, expressive writing creates a narrative of love that is unapologetically imperfect and deeply personal, redefining luxury with a touch of grunge and authenticity.
Embracing Female Selfishness
All campaigns underscore a significant cultural shift: the reemergence of female selfishness as a positive force. Traditionally, women have been conditioned to prioritize others' needs over their own, especially in the context of romantic relationships. Valentine's Day has often been about grand gestures to please one's partner, frequently sidelining women's desires.
However, these campaigns challenge that narrative, advocating for a Valentine's celebration where women are encouraged to be selfish in the best possible way. They urge women to take control of their happiness, to celebrate their bodies, and to seek out relationships that are nurturing and fulfilling.
Brands building cultural influence
The impact of SKIMS, Balenciaga’s and Reformation's campaigns extends beyond mere marketing. They resonate with a broader societal movement towards gender equality and self-love – and redefinition to an extent what love is and can be. By normalizing female selfishness, these campaigns contribute to a culture where women feel empowered to demand more—more respect, more pleasure, and more recognition.
Women are no longer willing to settle for less, and they are unapologetic about their desires. This Valentine's Day, let us all embrace the spirit of female selfishness and celebrate the incredible women in our lives.
[ this article expresses the author’s personal POV and was created with the support of generative AI ]