They have bras that claim to add up to two cup sizes (i.e., two inches of chest circumference), or give women who’s breasts don’t touch voluptuous cleavage.

Definitely not a modesty thing.

When I originally sent in the Spanx for Men, I was amused (read: slightly horrified). What was most interesting to me and my students was the construction of gender in the Spanx catalog/website.

Looking at the cartoon image, I thought of Goffman’s hegemonic ideal (i.e., “The young, married, white, urban, northern, heterosexual, Protestant, college education, fully employed, of good complexion, weight, and height, and a recent record in sports,” (Stigma ~ p. 128).

Note the usual masculine symbols:

Language (e.g., Game on, Comfortable/Powerful), the “strong” front-forward stance, Dark colors (red, black), and the “explosion” starburst behind the square-jawed cartoon figure.

Notice, also, that they are marketing this to women to buy for “their” man as it promises to “…forever change the way your favorite man looks and feels in his clothes.” (I see in the front of the catalog that they get though sans of emails pleading for….help for your husbands — among other crises). Don’t get me started on compulsory heterosexuality.

In a minute, I’ll send along some photos of some of the women’s Spanx products including those that offer a new “generation of power.” That’s not real, um, say, political power…but “slimming” power.

Also, a new line called “Skinny Britches” — with the “i” dotted with a heart and pink striped background. They are “Easy to wear, fun to Layer!” And now it’s not just “celebrities” who are the “skinny britches.” Get it, Britches…bitches…so, so clever. Can you hear my deadpan tone? And, of course, suggests the created (real?) competition between women.

Buyers can “make it your own” by purchasing their favorite colors!

And, of course, purchasing more is better.

“Wear 1 to slim” = “Wow!”
“Layer 2 to Shape” = “Double wow!”
“Add a 3rd to transform = “Work it girl!”

I don’t know about anybody else but having to buy and then put on/take off 3 layers sounds like anything but “fun.”

What’s next?

The NYTimes had an article on Spanx for Men at http://www.nytimes.com/2010/05/30/fashion/30spanx.html?hpw=&pagewanted=print

My favorite comment: “Some clever semantics may help. Mr. Wooster of Neiman Marcus suggested that one way for men to think of a foundation garment (as he called Spanx) is that it is about “problem solving, and another way of feeling secure and prepared for life.””

I’m sorry, but, in my experience, most straight men very much do NOT “compare junk” – at least in the circles I move in, looking at another man’s penis is considered a homosexual act, and just isn’t done (unless you’re bisexual, gay or one of those guys who identifies as straight but who has sex with other men on the downlow).

Clear enough?