So, it has come to this. And obviously, I can't let such a thing go by without posting it here in all it's contrived, luxury, haute couture, ridiculous glory. Here you have it, Gisele Budchen, supermodel, not riding a not waxed surfboard:
(Note: I cannot find who the surfer - the actual surfer doing surfing - is in this clip. Can you please let me know when you find out! Seems weird they've not said...)
The thing is that it's just so 'bad rad', so beyond reality that it's hardly worth saying much. It feels like watching an action film - those films like X-Men or Iron Man or Pacific Rim, that are so filled to the brim with sexism, racism, homophobia, false history and incredulousness that I really can't be bothered critiquing them, and thus find myself going back for more. This clip is the same in that it's 'So fashion! Much Chanel! Very surf!' that it becomes a parody of itself.
And Chanel is no newcomer to this. They've been making sporting accessories and using surfing to promote their clothes, scents and aesthetic for some time now (those hyperlinks are all to previous posts of mine on this topic). Vogue has been a part of this too, with Steph Gilmore and Laura Enever willing participants in the pose-y oddness of it.
While Cori Schumacher rightly takes a more critical direction on talking about this, this time I see it as another case of co-opting and using the idea of surfing, the image of surfers and surfer girls to sell stuff.* It's gross, sure, but I'm not sure what to make of it - what it might mean. Maybe it's just Baz Luhrmann having another self-indulgent laugh.
I hope you watch this 'behind the scenes' clip because it really is crazy. It reminds me of the guy I wrote about yesterday. I mean, as much as I love listening to guys tell me who "women" are and what we can do - sorry, who "The Chanel Woman" is and what She can do - at some point, it's just funny. Especially when it's this expensive.
Maybe NZ is having a chilling out effect on me, but in the case of this Chanel clip I just found so silly that I laughed. I mean, look at her face while she's getting massively barrelled:
Haha. Stop worrying about your stupid boyfriend and enjoy the moment, character-played-by-Gisele! After all, you're surfing! Right?
Oh, and P.S.:
Grease - You Are The One That I Want from rodrigo fischer on Vimeo.
*The books I link to by Fiona Capp, Kristin Lawler and Krista Comer are all great and you should check them out!