The Video Vixens: Are They Outdated Or Empowering?
PUBLISHED BY MINCHO MAGAZINE
Designer Jade Schulz recently created the Video Vixens to celebrate women in rap music. Little did she know it would reopen the debate about the hypersexualisation of the female form in design. The project has been accused on perpetuating outdated stereotypes relating to gender and sexuality. But does taking a closer look reveal the opposite intention?
Jade Schulz’s Video Vixens were not designed to be controversial. They were dreamt up to champion the women who feature in rap videos. Despite these celebratory intentions, however, the vixens have been met with backlash faced backlash, with critics accusing them of reinforcing overly sexualised stereotypes.
Some of the series’ harshest critiques have come from Madeleine Morely who wrote an article for Eye On Design questioning whether the trend in sexy typographic projects such as this is misogynistic. In the article, Madeleine expresses that, in her opinion, the Video Vixens not only perpetuate problematic stereotypes but imply that these stereotypes are as fixed as language itself.
A follow-up article by the same publication gave Schulz, and a few of the other designs who came under fire, the opportunity to defend their work and explain their intentions. While she has now become a willing participant in the conversation, that sparking fierce debate was the last thing on Schulz’s mind while bringing the Video Vixens to life.
“While she has now become a willing participant in the conversation, that sparking debate was the last thing on Schulz’s mind while bringing the Video Vixens to life.”
Jade created the typographic series with the objective of t celebrating her ‘love for rap videos and the girls who accessorise them’. However, this choice of wording only adds to what some viewers have taken issue with. Women in these music videos being objectified to the point of being considered accessories is something to be condemned, not championed.
Illustrations by Jade Schulz
Even those who disagree with the concept behind the Video Vixens would struggle to argue with the high level of skill which went into creating them. On closer inspection, Jade’s intent to empower women is evident in the way the vixens have been designed.
No part of any of the women has been slimmed down to conform to unhealthy body standards. Instead, their bodies - especially their legs and waists - have been exaggerated to celebrate a fuller figure. Moreover, the colouring of the illustrations makes it deliberately difficult to determine race. This avoids the issue of perpetuating another stereotype in the overly sexualised view of women of colour.
It is important to carefully consider any potentially sensitive aspect of a design. If your creations become the unintentional catalyst for a divisive debate, you’ll be glad you did. Schulz’s attention to detail has gifted her a strong standing to support herself in this nuanced discussion.
“It is important to carefully consider any potentially sensitive aspect of a design. If your creations become the unintentional catalyst for a divisive debate, you’ll be glad you did.”
This discussion encourages us to cast a critical eye over some historic examples of alphabet design. Anthon Beeke’s Naked Ladies alphabet is one of the most famous and controversial examples of nude alphabet. While not overtly sexual, the connotations are clear when looking at a set of letters which are each created using 12 women’s naked bodies.
Naked Ladies set Anthon Beeke’s career on an upwards trajectory when it was released in 1968. Had it been created today, it is safe to say this is much less likely to be the case. Some drawings of women posing in swimsuits have caused outrage; we can only imagine the ferocious uproar that an alphabet made using photos of all-white, slim, naked women would inspire.
Travel back further to the late 19th century and you will find an array of artists making similarly questionable work. These include Joseph Apoux and Serigei Merkurov who both released alphabets depicting men and women performing sexual acts on one another. In both alphabets, yet another cast of slim white women are seen contorting their bodies into uncomfortable positions to please the dormant men. Again, the release of these projects today may raise a few eyebrows for different reasons than they did back then.
Of course, the different social context surrounding projects that were created centuries ago contrasted with those made today makes them almost impossible to compare. These historic examples are relevant only because they so clearly portray the stereotypes we are now trying to not just avoid but contradict.
Schulz claims that her Video Vixens don’t reinforce these outdated tropes. In fact, they are part of the effort to rewrite the rulebook on subjects such as gender and sexuality. And I see more than enough evidence to agree.
“Schulz claims her Video Vixens don’t reinforce these outdated tropes. In fact, they are part of the effort to rewrite the rulebook on subjects such as gender and sexuality.”
The most compelling piece of evidence can be seen when you examine not what the women in the alphabet look like but what they are doing. These letters aren’t made up of women layered lifelessly on top of each other or uncomfortably interacting with men. These women are standing strongly, independent and empowered in their own skin.
For this reason, Schulz’s project isn’t remotely reminiscent of historic alphabets or their outdated viewpoint. Instead, her vixens are comparable to other designers who create bold work full of contemporary female characters and nudity, such as Malika Favre and Marion Fayolle.
The Video Vixens have reopened the debate on hypersexualisation of the female form in typography design - but they certainly didn’t start it. The complicated conversation has been going on for a long time and it should be encouraged to continue.
That said, it must be disheartening to publish a project you intend to be celebratory of your passion only to have it be branded as demeaning and misogynistic. I hope that Jade is standing confidently - just as her Video Vixens do - with pride in her ability to harness illustration as a method of empowerment.
This article was originally written for Mincho Magazine, a Spanish illustration and graphic art magazine.