From Sexism to Inclusivity: The Evolution of Fashion Advertising

You know that feeling when you're scrolling through old magazines, on Pinterest looking for board information or watching old movies and suddenly realize "Wow, people actually thought this was okay?" Yeah, this happened to me very recently....like yesterday.

So, I was in a deep rabbit hole on Pinterest looking for fashion ads from the late 1950s to 1970s and I stumbled across one that made me triple take. Imagine this: A smug looking man who is lounging in bed with his arms around his head, while a women kneels beside him serving him breakfast like it's her whole purpose in life. But, the tagline on the ad "Show her it's a mans world." I mean... WHAT IS THIS?!

This got me thinking about how unbelievably grateful I am that fashion ads have changed a lot over the years. But now I ask myself have they changed for the better or are we just getting more superior at hiding the same old messages under trendy and aware sounding slogans? Lets dive right in and compare these old school ads to something more recent and analyze if fashion marketing is finally heading in the right direction or just rebranding its problematic past.

Van Heusen's "Show her it's a man's world" (1951)

Van Heusen's is a brand that was primary known as a men's dress shirt that was crisp, wrinkle resistant and stylish ties that marketed it's self as a contributor of high quality, sophisticated business attire. The brand catered to the modern working man, emphasizing professionalism, authority and traditional masculinity then. But, as I view the ad that was created in 1951 called "Show her it's a Mans World," and thought to myself how is this okay? This ad focuses on the women serving breakfast to a man in bed on her knees and the man appears to be authoritative, dominant and have a smug face.

Subliminal Message: This ad strengthens patriarchal norms by suggesting that men are superior and women should be subservient. This ad gives off the vibes of implying that purchasing a Van Heusen ties will help men assert dominance over women.

Why is it Inappropriate Today: As a modern day society we advocate for mutual respect and gender equality. Having an ad today that is promoting male dominance and female subservience would be considered offensive and sexist. This would lead to public backlash and massively damage the brand's reputation.

Lululemon's partnership with Lewis Hamilton (2025)

Link to watch the promotional ad on Instagram Lululemon Collab

I realize I took a turn with the recent ad for a similar product since we see no women spotted. But this campaign is set to launch this Thursday 2/26 with Formula 1 driver Lewis Hamilton to promote Lululemon's menswear line. These visuals are showcasing Hamilton in various athletic poses, emphasizing performance, comfort and style. This campaign highlights inclusivity and empowerment, aligning with modern values.

Subliminal Message: This ad is demonstrating that modern men are valuing both fashion and functionality. From promoting a lifestyle where men are active, conscious of their well-being, confident without undermining others.

Comparison & Social Impact of the Two Ads

Comparison:

Gender Roles/Representation: In the Van Heusen's ad is enforcing rigid, hierarchical gender roles and seeing how women are portrayed in a submissive and traditional back then. While the recent Lululemon ad is highlighting an accomplished man athlete and promoting a message of personal achievement without undermining any gender. We also see embracing equality and self expression.

Messaging: In the Van Heusen's ad it utilizes dominance and its intimidating bully of a slogan as a selling point to appeal to male consumers; where the Lululemon ad is focusing on personal inclusivity, empowerment, and achievement, while aligning with contemporary values.

Social Impact:

Positive Impact: The Lululemon ad is promoting an advanced image of masculinity and encouraging men to pursue their passions authentically. It reflects and reinforces societal shifts towards equality and diversity.

Fashion Industry Impact: Advertisements today that are like this are setting standards for brands to create campaigns that are resonating with contemporary audiences, fostering a culture of respect and inclusivity.

After comparing the two ads I've seen a significant shift in advertising strategies over the decades and moving from reinforcing stereotypes to embracing diversity and equality.

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After looking at these two ads Van Heusen's "Show Her it's a Man's World" (1951) vs. Lululemon's Lewis Hamilton campaign (2025) it's clear that we've come a long way. As one ad is screaming "dominance and outdated gender roles," and the other is promoting "inclusivity and personal empowerment." It's evidence that fashion advertising isn't just about selling clothes, but focusing on selling ideas, values and the type of world we want to live in.

But at the end of the day, I will still always come back to the question I started with as has advertising changed for the better or have brands just gotten better at disguising their message? Are we still subtly being told how we should act, look or aspire to be. Anytime I scroll by an ad I'll always ask myself what is it really trying to tell me and you should ask yourself too?

If you happen to spot a crazy one always send it my way. Gotta love a good deep dive into the time machine of fashion. But until the next blog or podcast keep questioning, keep scrolling, and keeping showing them it's your world!

Check out these 4 Cool Blogs!

• Sidetracked by Sophia Maryanski. Maryanski focuses on developing fashion trends with a mix of other topics. You can view many deep dives into some niche and vague topics relating to fashion, pop-culture, self care and so on! Check out cool blogs from "Breaking the 4th Wall," and "Cultural Appropriation vs. Appreciation." But one of my favorites is the polls and questions you can partake in. Make sure to submit your answer to your favorite looks that stood out to you from events. https://sophiamaryanski.wixsite.com/my-site-1

  
  

• LatellainFashion by Brooke Latella. Latella focuses on your ultimate destination for all things fashion. Any blogs are all dedicated to unraveling the captivating tales behind the latest fashion trends, exploring creative minds, insightful stories in the industry, showcasing artistry and innovation, immersive experience, inspirations and craftsmanship. Then join the "fashion odyssey" for your IT blogs! But, don't forget to check out "My Reason Why," and "The Line Between Cultural Appropriation and Appreciation in Fashion." https://brookelatella.wixsite.com/my-site

  
  

• Cygne Cove by Bryanne Jones. As you first enter Jones website you feel like you traveled into a snow globe from the falling snow in the background and the cool tone blues happening. If you are looking for someone who is a traveler, a foodie (the food in the photo looks amazing), loves architecture, artistic, and a shoe enthusiast then this blog is for you. Who knows the next blog post could be her interviewing or writing about Carrie Bradshaw's shoe choices. Make sure you check out this blog! https://bryannejones.wixsite.com/cygne-cove/home

  
  

• TheFlexEdit by Jose Paredes Benitez. Are you looking for a blog where style meets perspective. Then I recommend checking out this blog page. Jose does an amazing job on sharing everything from outfit inspirations, insights to fashion culture, personal style journeys, and tips for curating a wardrobe that's uniquely yours. If you are someone whose a fashion enthusiast, trendsetter, or looking to "flex" your creativity then this is the spot for you! Let yourself embrace your style and a powerful tool called self-expression then this is the right spot for you! https://joseparedesbenitez.wixsite.com/flexedit