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Peclers Paris

Neo female archetypes

The influence of Asia and the creativity of emerging countries, women’s financial empowerment and increasing access to education are remodeling traditional female archetypes. An emancipation from a patriarchal model and the Western culture of luxury, fashion and beauty. Today, we welcome a feminine feminism, as well as a generation of powerful women conciliating motherhood and professional responsibilities. Aesthetically, ethnic, original or unexpected representations of beauty emerge in media worldwide...of all ages, sizes, social strata and origins, none fitting into a single criterion.

Photo: Shutterstock © Zemler

Photo: Shutterstock © Zemler

Feminine Feminism

Far from rejecting seductive powers, the emerging feminist wave of today is more interested in combining a strong activist spirit with femininity. At the center of this expression we find Nigerian writer C. Adichie who stated at a TEDx talk in 2013: “I’m a happy, African feminist, who does not hate men, who likes lip gloss, and who wears high heels for herself but not for men”.

By including an extract from this very conference in her new single Flawless, Beyoncé has become the global spokesperson for this feminine approach to feminism. [1]

Girls rule

2013 was a powerful year for feminism, the American author H. Rosin even declared The End of Men! Reality is certainly less entrenched, but nonetheless, the phenomenon of female empowerment is profoundly shifting the role of women on a social, economic and cultural level.

The February edition of British magazine Dazed & Confused (2014) testifies to this escalating social dynamic by featuring the Kenyan Academy Award winner L. Nyong on its cover, and numerous articles on girls who are ruling our world today. [2]

Emerging models

In emerging countries, advertising is dominated overall by Western-oriented stereotypes (Caucasian models, long hair, classical postures of seduction). Lately however, local editorials and magazine covers are beginning to push forward with new, more authentic representations of its native women. The Chinese edition of ELLE magazine (July 2013), for instance, is one of the publications that are beginning to feature aspirational, active businesswomen with short hair and a more singular style. [3]

Out of the ordinary

Audacious brands have started to defy traditional fashion criteria and oppose the perfectionist ideals of beauty associated with youth and healthiness. Rick Owens’ SS 2014 fashion show blew everyone away when an enthusiastic step dance team replaced the usual runway models. Forever Yours Lingerie also made a bold move when inviting their plus-size model, E. Mayday, to be the face of their advertising campaign while battling cancer. [4]

The brand did not shy away from her baldness or her scars; instead they used it to convey a powerful message advocating feminine strength. [5]

Peclers Paris


[1« Flawless ». Beyonce. BEYONCE Album, 2013

[2« Girls Rule the World ». Lupita Nyong’o, Sharif Hamza, Robbie Spencer & Jasmine Cowler. Dazed & Confused, February 2014

[3« Sporty Chic ». ELLE China. Yuchun Li, June 2013

[4« Whether you are training for a marathon... Or kicking cancers butt you need great support! ». Forever Yours Lingerie, 2013 (ad campaign)

[5« Paris Fashion Week: Rick Owens creates a catwalk stampede ». Olivia Bergin., September 27th 2013 (article)

© 2014 - Brazil Beauty News -

about Peclers Paris

Since 1970, Peclers Paris advises some of the most successful companies in France, and the world, in the process of defining and implementing strategies in terms of branding, style, innovation and product development.

Peclers Paris’ consulting services and prospective trend forecasting are present worldwide thanks to our subsidiaries in New York, Los Angeles, Munich and Shanghai, and a network of 15 exclusive agents, each located in a different capital.

Peclers Paris is WPP company.

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