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Swedish Court Rules The Distracted Boyfriend Meme Too Sexist For Advertising, Which Honestly Was Not The Hill We Needed To Die On

Am I desensitised by the casual sexism that permeates meme culture or right in saying that this meme is not a battle we needed to win?

Meme culture is rife with casual sexism, but I can honestly tell you that I’ve never found the Distracted Boyfriend meme particularly offensive. Maybe I’m a bad feminist, maybe I’m just tired, but this was never a battle I knew we needed to win!

Nevertheless, it’s a battle that Sweden’s advertising ombudsman decided to fight. After internet services provider Bahnhof used the iconic meme format for a recruitment ad on Facebook and received some complaints in the comments section, the Swedish ad court ruled that it’s too sexist for advertising use.

Which is…I mean…yea I don’t know a bit of a stretch I reckon.

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Posted by Bahnhof on Wednesday, 4 April 2018

“The advertisement objectifies women,” the ombudsman, RO, said.

“It presents women as interchangeable items and suggests only their appearance is interesting … It also shows degrading stereotypical gender roles of both men and women and gives the impression men can change female partners as they change jobs.”

So the official ruling is that the use of the meme is gender-discriminatory, though the ombudsman can only criticise and not actually impose sanctions.

The whole thing is coming as quite a shock because I didn’t even realise that the Distracted Boyfriend meme has been insulting my gender this whole time. I guess I was so caught up in all the other offensive content we run into on the internet and out in the world that makes its way into advertising all the damn time that this one managed to fly under the radar.

I honestly thought the meme was just a realistic impression of the fickleness of men – offensive to monogamy if anything – but OK if this is the hill Sweden is dying on then that is their prerogative. Their heart is in the right place.

This Sexy Handmaid’s Tale Halloween Costume Is Messed Up But So Is Society So Why Not Accept Your Dystopian Fate In Style This Year?

It’s like the costume is making a feminist statement on how society sexualises women considered ‘forbidden fruit’, completely by accident.

I think it’s safe to say that no one is particularly surprised that the uniform used to censor women and signify their oppression in the dystopian novel-turned-award-winning-series, Handmaid’s Tale, has been transformed into a sexy Halloween costume.

Online lingerie and costume store Yandy has you sorted with a white bonnet, red sleeveless cape and a sultry red body-con minidress that you can call your own for just AU$90. Fishnets and heels not included!

Yes, I can see that this is very messed up. In the dystopian world of the drama series the Handmaids are treated as property, banned from any expression of sexuality but sexualised by high-powered men and forced to have sex with them. It’s whack to turn it into a cute, sexy costume.

But society has us dealing with so much whack sh*t at once that I do not have the energy to be mad about this.

I can honestly only laugh at this, and it’s so fine if not everyone is with me because picking our battles and sharing the labour around is the only way to avoid burning out.

The only way I can cope with this sexy Handmaid costume is to treat it as black comedy. So I’m just going to pretend that this is a self-aware parody of the censorship and sexualisation of women’s bodies for my own sanity.

Sometimes after a long week you’ve just gotta lean into the nihilism and laugh at the bleak dystopian world that is, in fact, our reality. Trick or treat!

Rihanna Puts The Fashion Industry To Shame With Her Epic Lingerie Show That Makes Celebrating Diverse Bodies Look Easy

BadGalRiri closing New York Fashion Week with two pregnant women rocking her Savage X Fenty line is the biggest damn mood.

Generally it feels like no matter how vocally we call for more inclusive representation of different types of bodies on the runway, we pretty much just see one.

But Rihanna has shown the industry exactly how it’s done with her incredible Savage X Fenty lingerie show that closed New York Fashion week with a big, body-positive bang.

Classic RiRi.

The show was nearly 30 minutes of choreographed, inclusive brilliance that finished with all the models holding hands in a statement of solidarity.

On top of the diversity of beautiful women owning the runway, the Savage X Fenty 2018 collection is absolute fire. It goes from kinky to casual seamlessly just like its queen BadGalRiRi.

The new collection just dropped online with 25% everything for 24 hours so GO GO GO.

And if you want to watch the whole perfect Savage X Fenty show you can see it here if you skip forward to around 45 minutes.

Most designers still refuse to show any sign of body fat on their runways and Rihanna just championed different sizes, shapes and colours and brought down the damn house. Catch up people.

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