Eli Rezkallah, a photographer from Lebanon decided to recreate the sexist ads from the 1940s, 1950s and 1960s that portrayed women in a bad light. He switched the genders in the ads and reshot them. The result? It drew attention to the derogatory and discriminatory mindsets that prevailed decades ago about women.
These ads are from big brands like Van Heusen & Hoover!
When his uncle made a sexist remark, it inspired him to shoot this photo series, according to the Daily Mail.
Speaking to FEMAIL Mr Rezkallah said: ‘Last Thanksgiving I was visiting my family i New Jersey and I overheard my uncles talk about how women are better off cooking, taking care of the kitchen, and fulfilling “their womanly duties”. Although I know that not all men think like my uncles do, but I was surprised to learn that some still do. It’s also true that those ads were in the Fifties and obviously they are seen as vintage, but it really felt at that moment that there is still an element of that sexism in today’s society. So I went on to imagine a parallel universe, where roles are inverted and men are given a taste of their own sexist poison.’
Rezkallah, who is born in Beirut, Lebanon and began his career as a fashion designer in 2004, launching Plastik studios in 2007. Around 2009, he launched the ‘Plastik Magazine’ which received the award for the ‘best publication of the Middle East’ in 2010 at Dubai International Printing Awards and ‘premier print award’ in New York by the printing industries of America Inc.
Here is the photo series that has attracted global attention:
Tell us in the comments about whether sexism is still prevalent in the world today. What is your opinion?
Photos: Eli Rezkallah’s Website