By Sara Scarlett
I have just returned from happily linking “s-turns” on the slops of the French Alps. Whilst I was there I had the opportunity to speak to a couple of French girls my own age, who were, to my surprise, as politics mad as I am. After discussing everyone from Obama to Sarkozy and letting them know my disdain for the EU’s Common Agricultural Policy, it was time for lunch.
Now, since French women famously “don’t get fat‘ I couldn’t help mentioning that my political party had decided to pass a motion aiming at making advertisers show to what degree they had airbrushed their adverts…
Pourquoi?
Well, don’t adverts make you feel ‘inferior’ or put too much pressure on you to be thin? After looking at me like I was a space cadet for good few moment they simply shrugged, “non”. Admittedly they confessed to reading “Vogue” more often than the french equivalent of “Now” or “Heat”. To them Lagerfeld is a modern day ‘Picasso’, it is art. The adverts are simply not considered in the same nature or afforded the same status that Jo Swinson has incorrectly granted them.
As one of our few female MPs, Swinson should be in my big book of contemporary feminist heroes. Yet I completely abhor the “Real Women” campaign and its correlating motion and I continue to object to it on practical, libertarian and feminist grounds. On a practical level the rest of the political community gave a collective sigh of “ah bless”, it made us look twee and amateur. Speaking to Lynne Featherstone after the motion had been passed she described the motion as being about “honesty” and that’s a great thing. However, the Real Women campaign isn’t about honesty in advertising, it’s about honesty in advertising regarding womens bodies only. If it was truly about honesty in advertising then it should have a motion to itself including all advertising (including the degrading treatment of men by some advertisers) and not including any womens issues.
The fact of the matter is that the “Real Women” motion was a shill. It included issues as diverse as domestic violence and equal pay; issues that could (and should) have been afforded meaty motions in their own right. Yet theses more pressing issues were given the half-baked treatment in order to cynically use them as ‘window dressing’ for Swinson’s pseudo-censorship. This alone is testament to the tenuousness of the airbrushing segment; it could never have stood alone.
So where next?! We’re stuck with a poor motion that skims the meaty issues and makes a meaningless gesture at advertisers. You should not need to be told that fashion adverts are not true to life any more that you need to be told a Picasso isn’t figuratively accurate. The “Real Women” campaign is patronisingly maternalistic if nothing else. What women need is to get back to feminist basics. Women need to stop objectifying the women in fashion adverts. We turn them into rods and then proceed to flagellate ourselves with them.

The “Real Women” campaign has been an orgy of weeping an wailing: completely emotional and irrational. It provides a salve for our self-inflicted wounds but has also granted us a greater capacity to inflict them and never let them truly heal. How women can truly help themselves is by truly ending this masochistic cycle. We need to see fashion as art. Art is useless; if an object has any function other than to aesthetically please it is no longer art. Therefore there is no reason for us to worry about not looking like a Chanel ad. Obviously that’s easier said than done but it is certainly preferable than turning yourself into a perpetual victim.
Placing limits on the human expression of consenting adults is a violation of their intrinsic human rights. It is also completely unnecessary. If you can’t break the cycle of masochistic madness then be an adult and withdraw your consent. Stop buying the products that are advertised in a way you find objectionable an the magazines that advertise them.
Swinson obviously cares about women a great deal. In this case, however, good intentions have not made good policy and done women a disservice in the process. This orgy of self-depreciation has to stop. To end on the words of my French friend: “Of course aesthetics are important but if I’m not fit I’m not free to do the things I want to do.” It’s time to stop being “Real” and start being down to earth!
DISCLAIMER: THE INDIVIDUAL PICTURED SNOWBOARDING IN THE ABOVE ARTICLE IS NOT ACTUALLY ME…