About a gazillion twitterers and three readers — Andi, Ria, and Jenna B. – have asked us to comment on the new Honda Fit She’s begin marketed in Japan. It’s a car. For ladies. It’s pink.  It reduces wrinkles. The apostrophe in the logo is a little heart. Etc.

My only response to this is: “how very la femme!”  Dodge La Femme that is.

The Dodge La Femme  was sold for two years in the U.S. — 1955 and 1956 — and could be considered a fore mother to the She’s.  We originally posted about it in 2007.

Here is some of the advertising:

Here are some pictures of a restored La Femme:

Pink rosebud patterned upholstery:

It even came with matching accessories!  An umbrella and raincoat:

A compact:

A coin purse:

One of the reasons that the La Femme didn’t sell was because women were, frankly, offended.  Gender politics are different today, and they’re certainly different in Japan than they are in the U.S., so it’ll be fascinating to see how the She’s is received.

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.
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