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Lululemon controversy stokes already toxic media culture

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Lululemon has been in the news lately because the brand's founder, Chip Wilson, told Bloomberg News that when his $100 pants wear out more quickly than his cheaper competitors' do, it's women's fault. Women across North America were shocked to hear him claim that when Lululemon pants wear out too quickly, it's because women's bodies aren't built right – specifically, that their thighs are rubbing together.

I've got news for Chip Wilson: thighs that rub together are a physiologically normal trait in adult women. Implying that women's thighs shouldn't actually rub together is irresponsible.

Here's why: We live in a media culture that is toxic to women and girls. As a professor of advertising and media studies, I know firsthand that advertisements and magazines depict women with an idealized, extremely thin body type that is unattainable for the vast majority of people. In fact, most people don't realize that Photoshop isn't just used for retouching wrinkles and acne and for whitening teeth: it's regularly used to make models' waists and limbs dramatically smaller – so small that the proportions are physically impossible. And yet these images are so routine that we now see them as normal.


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