In A Parallel Universe
At a time when our collective consciousness is so acutely aware of gender roles, and (a long overdue) war has been waged against sexist practices and other gender issues, Lebanon-based photographer/visual artist Eli Rezkallah turns twisted gender roles depicted in vintage advertisements on their heads. Rezkallah painstakingly recreated some blatantly sexist ads, but with a reversal of gender roles to convey just how these absurd and deep-rooted gender stereotypes were portrayed to the masses just decades ago. Rezkallah also comments on how past generations continue to perpetuate these oversimplified ideas about the roles of women and men: “Last Thanksgiving, I overheard my uncles talk about how women are better off cooking, taking care of the kitchen, and fulfilling ‘their womanly duties’. Although I know that not all men like my uncles think that way I was surprised to learn that some still do, so I went on to imagine a parallel universe, where roles are inverted and men are given a taste of their own sexist poison.” If nothing else, Rezkallah’s work should make you giggle (and perhaps even gasp).