ROCAWEAR

Essence Magazine

            Was I floored, yes I was!  “My grandfather was a professor, my mother is a forensic scientist, I AM NEXT.”  The advertisement in and of itself was wonderful.  I found the advertisement in Essence Magazine, which is a magnet for Black women or women in general.  However, what I found within the advertisement itself was quite disheartening. 

            First, I noticed this ad for Rocawear was a two page advertisement.  The ad was filled with what most readers would associate with men, a desk, a lamp, a computer and keyboard, file drawers, a scientific formula on the board, more filing cabinets and what looks like some sort of carrying case.  There was also a stool for sitting and rolled up scientific plans on the floor (you know the disheveled look).  There was an electric fan (which is used as an emblem of kingship in Africa), and a beautiful little boy with a jacket on, some cute jeans, a shirt, and tennis shoes.  He is standing with his jacket open in a position of authority all of which is wonderful that is if a little girl was not sitting on an ironing table one page away.

            Her ad “My grandmother was a seamstress, my mother is a fashion designer, I AM NEXT.”  Her ad was a one page ad again for Rocawear in comparison to the male ad.  Her room does not have a computer, but it is filled with mannequins, a sewing machine with a small overhead lamp over it, a tape measure, a cutting board, an iron, lots of bolts of material, not even one pattern is shown (I guess that would have been too complicated for a female).  

            Where as the young man had no intention of removing his jacket (position of power), the little girl is seated on an ironing or cutting board, removing her jacket, the idea is very adult, there are women who find themselves in this position often – on a table disrobing. Where did the imagination go when it came to the ad for the little girl?  Or is it the same old clichéd situation between male and female advertisement, women really don’t need much, are not accomplished, and do not aspire to be.  It was pretty amazing that in the little girl’s work environment, there was no computer to be found.  Fashion designers make there own designs, their own patterns, showcase their own creativity, I saw no drawing boards for her, no filing cabinets and nothing to keep records with.  Where were her clients?  Who does she buy and sell to?  We seem not to have a problem with our imagination when it comes to males, but we run short when it comes to females.  Do I know that it is difficult to become a fashion designer, sure I do.  Do I know that there is nothing wrong with that aspiration – yes I know it!  However, Essence is a magazine that is geared to the uplifting of women, and how is that possible when the advertisement being used is male biased?  Does it cost to run a magazine, damned right it does?  Can we do a better job by being more sensitive to the needs of Black women – yes we can!  Do I not want our Black male children to succeed, absolutely I do, but this is a magazine for females.  Not only should we see non-traditional careers for women, but hope for our daughters as well.  The subtlety of it all is quite amazing, “my grandmother was a seamstress”, for what white woman?  I personally don’t want to see a big black iron (an emblem for too many Black women’s pain) plastered big as life on the page.  So, we go from seamstress, to fashion designer why not at least fashion house owner?   I know Rocawear is owned and operated by African Americans, but Rocawear for men shows its power, for women they are sadly lacking.