Versace uses glamour and sex appeal to portray strong, confident women. However, it also perpetuates traditional stereotypes that femininity requires being thin, beautiful, and adhering to certain appearance standards. While Versace women appear empowered, the brand reinforces the expectation that women must meticulously manage their looks.

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2. “… the opposite of what people think of when you say masculine, pink dresses and hair brushes.” “ Multi tasking, keeping up appearance, poised, not taking up space (pretty, quiet, out of the way.” “ Femininity is expressing yourself as female, as what is expected in your society. Whether that femininity is defined by culture and varies. It’s not constant.” “ Shopping, arguing, whiny, self-conscious, curious.” “ Pretty, strong, confident…jeans.” “ Expensive shampoo” “ Lace, lots and lots of lace, and long, white gloves; silk and chiffon.” “… pale pink feather boa.” “ Beauty, female intuition, pretty and poised, frilly, girly, emotions, strong self-awareness.”

3. http://sassisam.files.wordpress.com/2009/03/gisele-bundchene28093versace-spring-summer-2009-3.jpg Versace uses glamour and sex appeal to create the image of a strong confident woman who is in control of her appearance and uses it to her advantage. However, Versace also perpetuates the traditional stereotype that to be feminine you must be must look like the models on the catwalk, or the celebrities in the ads. In other words you must fit the mold!

5. The dominatrix The prostitute … and medusa “ A dominatrix is imbued with a certain power.” Reichert, T. & Lambiase, J., 2003, p. 76) “ This is the medusa invoked in Versace’s choice of logo, the devastating power of beautiful women to slay.” (Evans, C., 2003, p. 122) “ Versace chose as his heroic female model the prostitute or streetwalker.” (Martin, R., 1998, p. 96)

16. http://images.google.ca/imgres?imgurl=http://freshnessmag.com/v4/wp-gallery/oct_06/thumbs/versace_009.jpg&imgrefurl=http://www.freshnessmag.com/2006/10/31/versace-lamborghini http://www.leftlanenews.com/cars/image_popup/newgallery.php?postid=4149&defimage=http%3A%2F%2Fphotos.leftlanenews.com%2Fphotos%2Fimageresizeronfly%2FphpThumb.php%3Fsrc%3D%2Fphotos%2Fcontent%2F5-lamborghini-murcielago-lp640-versace.jpg Designer-bags.com … femininity is a commodity, Versace is selling a lifestyle http://www.rushingforlife.com/yahoo_site_admin/assets/images/genuine_versace_makeup_five_pieces_thirty_two_copy_copy.282132640_std.jpg http://www.traveljournals.net/pictures/l/11/114831-the-palasso-versace-hotel-an-amazing-experience--gold-coast-australia.jpg http://artstyleonline.com/wp-content/uploads/2008/04/vanity-by-versace-rosenthal.jpg Femininity sexuality and glamour are embedded in Versace merchandise