Gucci Ads: Dead Women Are In for Autumn

Here we go again with the high fashion obsession with beautiful, dead women. Gucci’s fall ad campaign was shot in the Marrakech desert but the photos look like something from an episode of CSI.

Hell, if I wore an ostrich motorcycle jacket and velvet pants into the middle of the Moroccan desert, and brought along a $2400 bag instead of a canteen, I’d probably drop dead too. But “dead in the dirt” is creepy and unsettling, no matter how high the heels. In this photo, Raquel Zimmerman and Joan Smalls lie prone and limp while a man circles them like a vulture, taking in the grotesque view.

Same models, same prone poses. Is that their car in the background? Did the expressionless man highjack and kill them? What’s he going to do with them now that they’re sprawled on his hood?

Of course, you can’t do a beautiful corpse ad campaign without at least one picture that expressly hints at violence and rape. In this shot, Nikola Jovanovic is perched upon his golden throne leering down at Raquel Zimmerman, whose skirt is hiked up to her thigh, legs askew. His foot positioned strategically over her throat makes it disgustingly clear he can do, perhaps already has done, whatever he likes to the motionless model.

Gucci certainly isn’t the first to use female dead bodies in their ads. Beautiful corpses are an extension of the almost universal objectification of women in advertising combined with the trope that says helpless, silent women are the best kind. Rendering women dead, or at least disturbingly unconscious, strips them of their agency and sexualizes violence against them. Gucci’s glorification of violence normalizes something that’s already far too prevalent – in the United States, 3 women per day are murdered by their intimate partners. Something tells me those crime scenes are decidedly less picture perfect.



Filed under Feminism

14 responses to “Gucci Ads: Dead Women Are In for Autumn

  1. Oh, but their corpses are so sexy……and expensive!! Barf.

    • Bruce Sikkema

      I used to think that seeing a hi-fashion ad, and not getting it was a shortcoming on my part. In the future, I’m just going to work a little harder on “not getting it.”

  2. Lola

    That’s not dead Come the eff on now

    It’s, whatstheword, bliss

    Would be much nicer without the overproduction

  3. Lola

    The guy looks like he doesn’t know what to do with a woman

    Maybe he is gay

    It does not look like he wants to rape her

    That’s my interpretation, and I’m sticking to it

  4. Pingback: Death Does Not Become Her: TV Show ‘Grimm’s Marketing Campaign Seemingly Glorifies Femicide | The Opinioness of the World

  5. Anon2091LEGION

    Eventually murder will become the norm and those who speak out in opposition to violence and express themselves freely. They want us all to turn on one another and become violent they want us to believe that we have to be competitive, force us to consume, kill kill kill… and they gain and cash in on all this. they do not care about your children. soon we will all become serial killing, consuming zombies. All freedoms will be stripped away and you will be killed for speaking out against violence. It’s happening. I see it in the eyes of every snake. Violence IS the real enemy!!! Tradition IS the real enemy!!! Competition IS the real enemy… Humanity just perpetuates it!!! OPEN YOUR FUCKING EYES, MAN!!!!!!! GUCCI ALSO WANTS TO PASS THE SOPA (google it) LAW!! NEXT, MARSHALL LAW!! Express yourself freely and don’t buy their products!

  6. Anon2091LEGION

    Sorry i am Ghanian and not fluent for english

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  8. Pingback: Two New Domestic Violence PSAs Shed Light On an Often Hidden Epidemic | The Opinioness of the World

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