Countering the argument that women that wear burkas need rescuing, some have argued that the constant pressure to reveal one’s body to the male gaze is at least as oppressive as being required to conceal it (see examples here and here).
Xavier M. sent in this German commercial for a line of lingerie that seems to capitalize on the idea that preparing oneself for the male gaze is, in fact, liberating (even if no man will see you):
The woman dresses up in lingerie, admiring herself, only to cover up in a burka. But she is still “hot” underneath, affirming the idea that looking “hot” is what makes women both happy and liberated. The idea that a woman might want to be FREE from capitulating to the male gaze (even if just an imagined one) is left unexplored.