• Venus Gillette

    The above image was part of a performance, entitled "Venus Gillette" and performed at the independently organised exhibition, Soft Tuna, in Leipzig, 2017.

    The performance dealt with topics such as the male gaze and the media's impact on body image and beauty standards in general.

    A closer look at the company "Gillette", who branded their razors as "Venus", brings to light how women are told to shave their body hair to be desirable. An accompanying video with the song used in the company's known advertisement was played in a loop: "I'm your Venus, I'm your fire. At your desire." Not only do the ads, in which skinny, predominantly white models show their shaved legs, tell women to shave, but also do they convey women's passiveness in serving the male desire. Venus is the goddess of love. By calling their product "Venus", the company appears to say that only shaved women will receive love. Botticelli did neither paint a razor, nor did the subject, Venus, after she was foam-born, wait by the shore with shaved legs to be found and taken care of by a male admirer. In contrast to the portrayed women in the "Gillette Venus" ad, Botticelli's Venus is as not passive, but was still created through the male gaze; as object of male imagination.

    In 2022, the "Venus Gillette" advert is still on TV, but the jingle has changed from "I'm your Venus" to "I'm my Venus" turning shaving for the male gaze into shaving for oneself; arguably representing a trajectory away from the male desire being at the center of women's consciousness.

Venus Gillette (2017)

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