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:

Pictures of a restored La Femme from a fan website show that the car was indeed two-tone pink, with pink rosebud patterned upholstery, and a matching umbrella, raincoat, a compact, and 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, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.