Marie France, reframing the male gaze.

So finally, as in finally, the male gaze has been reframed in terms of women's lingerie. Introducing the new campaign by Marie France. "I wear it for myself" - yes!!! Not for any man, not to seduce, not to flatter, but... to feel good about one's self (herself specifically). So there you go, Marie France goes out and bold. In the process they splurge a large cheque for influencer Nour Arida. Mind you I am not the target audience, maybe this helps? I am not sure, the way I see it any other female model could have done the job (I repeat perhaps women respect Arida and want to emulate her). So with this, Marie France has actually cracked the code.

As a side here's a story about Marie France:

In 2010, the country woke up to the ads of lingerie and pantyhose brand Marie France being ripped. The first reflex was that a Muslim fundamentalist did so, a while later a person I know told me "did you see what I did to the Marie France ads?" - the man in question was married, educated in Lebanon and Europe and still found it logical for him to to rip the panels for what he called "anti-Christian values". The same day he did what he did, the Marie France agent called Voix du Liban and said "I wish to thank that person for what he did, now even men are aware of the brand, so thank you for the free publicity".