Firstly, I love that social media offers us a space for robust debates like the one that recently spread about the Lorna Jane’s ad for a “Fit Model” which was shared with both support and protest. It’s so healthy to have a platform to express our views and opinions as our birth right to express ourselves.
After spending time observing the response from the media and the public both in outrage and support I wanted to dedicated this vlog to explain ‘Why we wanted to rip LJ a new one” in the context of a cultural change. I wanted some time to clear the *“emo-beta-brainwave” hype to review it through clearer eyes. Plus I wanted to see what it looked like after the dust had settled.
Regardless of the company’s clean up attempt to validate their intention, rationale and practicality in posting an ad for a receptionist/ ‘fit model’, it seemed to make NO difference to the damage already done. Why you may ask? It was because of the TIMING of when it happened, not just what happened.
This ad was made public smack bang right in the middle of a cultural rebellion being led by women (LJ target market) who are swelling with anarchy to stand against anything that slightly smells like body discrimination or the insinuated ideals of perfection.
No PR statements for damage control will reverse the effect as this wasn’t about an ad. It hit a deep wound in the female psyche. The logic of the ad’s requirement wasn’t the real issue at hand. This slight miscommunication gave people who had detected cracks in the foundations of their “women’s empowerment” message a reason to launch. It gave women who had previously felt humiliated or belittled by shopping in their stores who promote being for “all women” to find “all women” must be a size 14 or less.
Women have noticed that in congruent nature of their advertising campaigns which are limited to Caucasian young women under the age of 25 with replica body types and they wanted a platform (reason) to question that. A silent resentment started to bubble under the surface for the $200 million Empire and this was a catalyst. All it took was one poorly written (explained) advertisement to open the flood gates on a suppressed insult and it was game on. They didn’t stop there, they dug for more. They looked for more validation from ex-employee’s to speak out about the supposed bullying culture and hierarchy system which goes against what we would expect from an “empowerment” brand.
While LJ fan’s scrambled to support their beloved fashion label with the “WTF is going on, it was just an ad” the rebel collective had already armored up with head gear and ran straight.
Why? Have we all gone mad? Have we developed sensitivity beyond reason? The clear answer is no. This is a natural cause and effect of body revolution taking place in western culture that is deconstructing the commercial fitness, health, beauty and weight-loss industries. This particular occurrence made women feel validated AGAIN to question, express her views and SHARE THEM through their networks. Being able to question, poke at and call bullshit is one of the most vital steps towards claiming ones self-authority and self-respect which in turn will empower the female psyche as a whole. It’s a GREAT THING.
We are witnessing the re-birth of what was once identified as feminism conceived in the 70’s to what has now shifted into activism where some big players are swinging. As we rightfully fight for women’s equality; make a stand against violence and sexual assault expect the ripple effect will echo into every aspect of our psychology. One of the primary area’s women feel they have been suppressed and degraded the most is her body. Because the health, fitness and beauty industry’s prime target involves the body, any entity associated to that industry will go under the hammer first.
The body-image rebellion and ‘self-acceptance movement’ is sourced from of some deep seeded pain compacted into the female psyche. Commercial Fitness, Weight-loss and Beauty were always going to be the target for the pitch fork parade. And it’s a good thing. It’s healthy thing and a mandatory thing.
The pigeon hole is being ripped apart by angry and justified women who feel their intelligence, worth and position has been pillaged by the ideals of perfection. Leaders have emerged, followers are sharing and the truth is being spoken through personal blogs, social media pages and coffee dates. The snow ball has started to roll and there is NO stopping it. This is our industry’s “dark night of the soul” so to speak.
Right now we are in the prickly, agitated and aggressive stage of our liberation. Both personally and professionally I adore this process. I have dedicated my career to teaching about it, researching, studying and passing its tools to the industry leaders and consumers who are driving it.
The outcome of this rebellion will be much more evolved balanced of the yin and yang where all will prosper. But we are not there yet. We are in rebellion. And we can’t have revolution without first experiencing a revolt. The Lorna Jane agitation was a sign the rebellion is live and well.
At a time where any company who (truly) represents women’s empowerment must be vigilant to demonstrate they are CONNECTED to their consumer, did the Lorna Jane scandal reveal a crack? Did it show the marketing department of a $200million dollar Empire didn’t get the memo there is a cultural rebellion being led by their target market? Why didn’t their PR or advertising department flag that the wording “may” be misconstrued? While the next inspirational quote was printed on their overpriced garments, did they fail to recognize that ‘empowerment’ is now becoming an active platform for the blood sport of activism. Necks are on the block.
Michelle Bridges recently suffered the same backlash when she was reported to say her pregnancy was an easy triumph at 44years old due to her fitness levels. As people wanted to celebrate her exciting news, they struggled to pick their jaws from the floor. Did her innocent comment just reveal a potential disconnect from the prime investors of her million dollar empire?
In saying all of this, allow me to say not a lot of people in big business have got the memo let alone the rule book. Unless you have purpose built your business and mission statement around the cultural shift as I have and been honoured to have the direct insights given to me over the last 15years without the distraction of the corporate agenda then it’s easy to miss the rapid change to the eco-system. The rebellion is not being led by institutions, its being directed by the soldiers on the ground. And the ground force moves fast. So fast that I can guarantee at some point my company and I will not catch a curve ball. EVERYONE will have cracks and I will fall through one of them. That’s the beauty of breaking the façade of perfection
The matrix will continue to shift its maze for the next 5 years as we work towards healing a deep wound in the sub-conscious of the female psyche. The more we resist it, the greater the struggle, even for a multi-million dollar empire. We must evolve with it or perish.
*emo-beta brain wave indicates the state of heightened emotional response that prevents us from actively being able to problem solve.
At this years IGNITE LIVE 2015 Emma presents the keynote: Rebelology that expands on the My Body My Rules rebellion in full. CLICK HERE to learn more.
To book Emma to present or speak at your next event email emma@emazon.tv
