It seems as if Marvel are REALLY keen to amend the perception that they are not catering to their female fans. Over the past couple of years since fans and the media starting making noises about the lack of female-driven entertainment on their multiple platforms, they have made some progressive moves that deserve kudos.
The Thor comic being re-written as a woman and breast cancer survivor, ‘Moon Girl and Devil Dinosaur’ comic book now features a young black female protagonist, the new Ms. Marvel series being written as a young Pakistani Muslim teen from New Jersey (which was listen on the New York Times bestseller list for graphic novels debut – it was the highest selling graphic novel in October 2014), and Marvel teaming up with ESPN to re-imagine some of your favorite female athletes as superheroes.
Well they are clearly far from done, and with their comic books becoming a great platform to try a bit of diversity and inclusion on for size (here’s hoping Marvel-branded movies will be next – ‘Black Widow’ movie anyone?), the iconic company has now branched into another area of pop culture to try and attract a female audience of a different kind.
Marvel has teamed up with Garage Magazine, a bi-annual fashion and art magazine, and dressed up some of the world’s most recognizable super models as some of the world’s most recognizable comic book superheroes.
Their 2016 Spring/Summer issue features 5 badass covers showing Adriana Lima as She-Hulk, Karlie Kloss as the Black Widow, Candice Swanepoel as Spider Gwen, Lexi Boiling as Captain Marvel, and Cuba Tornado Scott as Thor.
The magazine said they purposefully avoided sexualizing their depictions of female superheroes by not putting the models in revealing outfits. And just as an important note here, this was not done to shame models for their bodies or any woman for what their body looks like, it is a deliberate decision to portray supermodels and fictional superheroes without the standard way of sexualizing them in order to get attention.
Now that it has been established women make up just about half of all comic book readers, the industry does not need to resort to cheap tricks and objectification to lure in a wider demographic.
So why did Marvel team up with Garage Magazine and these supermodels? They wanted to use the platform of art and beauty to send a message about female empowerment.
“Humanization of Marvel’s characters enables generations of comic-book lovers to interact with some of society’s most real life issues, including overcoming bullies (Squirrel Girl) and tackling social stigmas (Ms. Marvel) – all while empowering women through the strength and might of its robust female roster,” said the magazine in a description on their website.
In an interview with Garage, Karlie Kloss talks about why she felt this shoot was important.
“It’s important that young girls have fierce and strong role models to look up to and that’s what this project is really about. These role models come in many forms, from fictional superheros to incredible businesswomen to strong female athletes,” she said.
Famously known (aside from her modeling career) for being part of Taylor Swift’s girl squad, Karlie says women supporting one another is something very valuable to her.
“I think there’s power and strength in working together and supporting one another. Women bring so much to the table though that I couldn’t call out just one strength,” she said.
Adriana Lima who is dressed up as Jennifer Walters (She Hulk) is a super hero in her own way. While her Garage Magazine shoot alter ego is a crime-fighting defense attorney, Adriana “is one of the most influential models in the world and has used her success to defend those who need it most by donating money to various children’s and disease-fighting charities.”
When asked how this shoot, photographed by famed fashion photographer Patrick Demarchelier, is contributing to the female empowerment movement, the Victoria’s Secret model was specific in her answer.
“I think it’s very important that children — young girls particularly — are exposed to strong and diverse female role-models, in art, literature, entertainment and of course real life. After all, we all know who is the stronger species,” she said.
The model and mother is certainly not wrong about the need to influence girls from a very young age with positive role models in society.
It’s great to see a different side of these women, known mostly for their physical appearance. As a platform which regularly talks about the need for the fashion industry to raise consciousness about diversity, inclusive body image and valuing women not just for their looks, we’re thrilled to see this group of supermodels sending a clear message to all their female fans that being “super” and “heroic” has nothing to with appearance, but what you do in the world.
