The recent Chanel window displays show female manikins in elegant gowns wearing large, feature-hiding, white-feather-covered, Venetian masks. One of these women is also sitting in a large, human-sized, golden birdcage.
Chanel’s design, while intended to capture a woman’s attention and draw her into the store, is extremely derogatory toward women. The masks objectify women, turning the manikins into body parts for passersby to look at anonymously. The manikin positioned happily in the birdcage suggests she is submissive and passive.
Chanel, a high quality brand that sells to wealthy, influential women, has determined that showcasing stereotypical attributes of women will sell their products. Their marketing strategy shows how much America is influenced by traditional views of women as obedient, passive, simple beings.