John lewis

[genandtonic]

Am I going mad? I just realised their jolly summer logo is the OTT pride flag, then their women’s sale page opened with this- 2 very deliberately androgynous models, that look distinctly male and a tote bag with t on.
Pam I being over sensitive? The models have put me off anyway.

Over sensitive

Forgot the picture. And other models are very skinny, muscular. They just all look so miserable!

I see the T bag is on sale, I wonder why. The models do look very glum, if they were aiming for a cool, brooding look, they've missed by a mile.

Over sensitive

John Lewis hate women - that's why they let men in the women's changing rooms.

As an aside… I’ve been needing a bra like that and this one is reduced… so cheers OP!

Looks like they are going for a zara "vibe" trying to.be edgy and modern not middle class and safe.

Skinny models I’m used to, and non-smiling models I’m also used to, but those models do look downright miserable which seems a strange choice from a clothing retail point of view 🤷‍♀️

Androgeny is a look, always has been, in and out of fashion. If JL is showing that women can look masculine and still be cool and not feel they should have to identify as men, I'm all for it.

Oh, I mean, miserable and unhealthily thin is totally a look I aspire to.

beoatient happy to help!
crouton19 I’m with you, androgyny is always fascinating, or was before the TRAs kind of ruined it.
I think coffeeishot has nailed it, I didn’t know their demographic was the same as Zara. If that what they are aiming for they’ve definitely missed by a mile.

Have just had a look at the John Lewis sale and think you are being very oversensitive.
I don't really understand this kind of post, because models are often shown unsmiling (the same models are smiling in other pictures) are usually skinny and there are lots of different looking models throughout the whole site. These models don't even look particularly androgynous to me... but let's face it, androgynous looking models is hardly a new thing!

Sometimes what people term as being "oversensitive" is actually just being more sensitive to nuance and intention than others. J.Lewis is very annoying with its continual 'Pride' pushing.

Presumably JL know their target audience.
As a middle aged woman those models do not represent my body shape and so I'm likely to scroll past those clothes.

My daughter in her late teens is a tiny size 4-6 but they don't represent her either. I clicked on to her favourite shop and the clothes on there are displayed in a way that represent her. Healthy, happy looking girls and women are a more aspirational look for her.

Am surprised they have rainbowed their logo, fewer and fewer mainstream firms are.

I mean, Tesco do, but they are still backing things like Pride London.

The guy that served me had an enameled John Lewis pin with the aplahabet flag. As someone whose family have been devastated by genderwoo, it was upsetting and I don’t think I should have this in my face while I’m shopping.

That came over a bit harsh. But I am so over this being forced in our faces.

John Lewis and Calvin Klein are trolling women.
Remember, you won't notice after a while, just like clowns driving busses!

Usually the higher end the fashion/the more expensive the thinner and more miserable the models look. So Matalan has smiley, normally proportioned girls next door types in their catalogue. High end fashion magazines have angry very slender androgenous women standing awkwardly on giraffes/in sinks etc.I guess John Lewis want to signal they are a prestige brand.

There was push back and some surface level change in favour of having "plus size" models in high fashion but that's become less of a thing now and we are regressing. I don't like the super skinny= good trend in women's clothes marketing but I dont think it's linked to trans ideology. It's much older than that.

Presumably JL know their target audience.

That's what Jaguar thought too though

"family devastated by gender woo" do you mean that your kids won't talk to you?

Well that’s not really a kind and empathetic way of asking - to me, you sound a little bit aggressive and dismissive. And no, a little bit more serious than that.

i like the clowns driving buses reference.
I mean it’s fine to blur genders and do androgyny etc. but it does put me off buying knickers in JL. Not because I’m a transphobe ( stupid word - I certainly don’t run off screaming in fear when I see a man in a dress ) though I’m beginning to want to. but because it doesn’t resonate with me. I have a woman’s shape, so I don’t even consider buying these pants. Shame they look ok.
it also smacks of clever clever aren’t we trendy and radical, well no, actually.
id like to know how many of JLS audience are yer actual men in a dress.
so now, when i thought i could rely on JL for good advice re bras etc, i now feel let down and assume JL. Will be pants.

Write to Jason Tarry and tell him

they are captured and have been for some time. They were directing their staff to a mermaids and have been really pushing gender ideology on their staff as well as letting men in the women’s changing rooms.

no idea why/ who the pusher is in the org though

Thanks toseland for the pics.
Thanks Hermionie I will. Thanks for his name.