Way back in November David M. sent in another example of the tendency to conflate curves with women of color. This ad for a bodyshaper that appeared in the magazine i-on Glasgow (via wishiwerebaking on Flickr) says that wearing their product will give you “Latino curves,” and the code for the discount is “Latino” (which perhaps should be “Latina,” but we have much bigger issues than that to deal with).
I’m putting it after a jump because one reader said it was slightly NSFW or, more specifically, some public libraries; it’s an image of a woman in a strapless bra and body shaper, so you don’t see any nudity.
This appears to be the company’s entire marketing scheme; I went to their website and the banner invites you to “Discover the secret of Sexy Latino Curves.” It took me a while to figure out the connection, but the About Us page explains:
Real Body Shapers was launched in 2009 by Dr Raquel Borges, a Latin American medic and Complementary Therapist living in Scotland. Originally from Venezuela, Dr Raquel knows body shapers are the confidence secret of all those sexy Latin American women.
Dr. Raquel helpfully continues,
“When I wear the body shaper, I feel instantly slimmer, curvier and more confident. I believe all women should experience that confidence. We are all under such pressure to achieve the so-called ‘perfect’ body, which is unattainable and goes against natural femininity. I say life’s too short not to take a little shortcut to sexy curves and super confidence. I just wear a body shaper and go join the fiesta …”
So on the one hand, bodyshapers make you instantly sexier, and being curvy is a characteristic of Latinas. But on the other hand, trying to meet that body shape is impossible and even unnatural…so you need to buy a product that does it for you. Problem fixed!
Incidentally, they have a couple of products for men. It’s not clear if wearing them makes men more Latino, as well.
UPDATE: A reader comments,
I’m tired of this “Latinos generalization”, I live in Latin America and here we are really different, there are people that are white, black, asian, amerindian, fat, thin, curvy, tall, short, smart, dumb etc… We aren’t just “People of color.”
Comments 33
Helen — March 20, 2011
It's probably worth pointing out that I-on Glasgow is a free junky advertising magazine produced in Scotland - the knowledge of Latin America over there is extremely limited in most circles. There's not a Spanish speaking population of any size (though there are Poles, Italians, Bangladeshis, Indians, Pakistanis, Chinese and most recently a small population of migrants from Sub Saharan Africa - Scotland's population is 97% white of Scots, Irish and British origin), so mixing up 'Latino' and 'Latina' is an example of ignorance and lack of contact. However there are American movies in the cinemas and American shows on T.V. illustrating this stereotype...this is probably where it has propagated
Simone Lovelace — March 20, 2011
What is this I don't even...D:
jk — March 20, 2011
i don't get it.. everbody knows that the most important Latina feature is the booty! how could they forget about this when they made this product?!this is all so confusing..
jk — March 20, 2011
ahhh.. now i see they got a "derrier enhancer" on their page.thank god they didn't forget about it!
Oldarney — March 20, 2011
Darn, I will be the one to have to complain... This is a little NSFW. Caused me a little embarrassment at the library.
. — March 20, 2011
I'm tired of this "latinos generalization", I live in latin america and here we are really different, there are people that are white, black, asian, amerindian, fat, thin, curvy, tall, short, smart, dumb etc...
We aren't just "People of color"
Kathleen — March 20, 2011
Whats crazy to me about this is that so much of the stereotype of "latina curves" is based on the moving body, or a body in action, specifically dancing. This corset-like thing would be so constricting to movement, and would create static bodies/objects.
Casey — March 20, 2011
Jesus. 74 pounds?
The only thing these are slimming is my wallet.
*ba-dum tish*
Nora — March 20, 2011
Or perhaps the men's bodyshapers will make them more latina.
Traci — March 20, 2011
*sigh-facepalm-sigh* Not all Latinas have curves. That goes for all women of all backgrounds. We come in ALL shapes, sizes, and colors. The only thing that remains the same is our DNA.
E — March 20, 2011
I especially like how the ad states that attaining the perfect feminine body is not only unfeminine but impossible. So we should stop trying. But we should continue to promote trying by buying an uncomfortable product instead?
OHGAWD — March 20, 2011
Can't wait to see the ads when we really start hitting the golden age of genetic modification...yay, Bioshock.
Becky Martinez — March 20, 2011
On another note...curious that "Latino" is used for another reason:
"According to researchers Marcelo M. Suárez-Orozco and Marciela M. Páez, “The very term Latino has meaning only in reference to the U.S. experience. Outside of the United States, we don’t speak of Latinos; we speak of Mexicans, Cubans, Puerto Ricans, and so forth. Latinos are made in the USA.” http://www.hsp.org/default.aspx?id=355
Oh, and finally maybe I can get some "Latina" curves b/c puberty didn't do it. LOL
rose ramirez — March 21, 2011
i think this is basically racist and sexist..... and insulting to anyone breathing.
zardina — March 21, 2011
I'll like to point out that girdles are very popular among Latinas, whether in the US or in Latin America. Every young Latina girl has to go through the rite of passage that is their mom/grandma/aunts encouraging you to wear a girdle. Because, really, why should girls feel good about the way they look? Beauty doesn't count unless it hurts.
What amazes me about this product is that it seems like girdles are finally being marketed towards white people.
G — March 12, 2012
I cannot speak for the rest of Latin America, but here in Mexico, gendered sex is a big issue. Many of our female patients wear undergarments like these. Interesting . . .
Goaty McCheese — April 4, 2014
Shouldn't it at least be "Latina"?