Occasional Inclusion of Male Models
Though female models dominated, Cheri occasionally featured male models or mixed-gender shoots, expanding the magazine's appeal and visual variety. The inclusion of men in fashion magazines has been a controversial issue since the early days of the industry. Women were seen as the primary consumers of fashion products, so it made sense to showcase their attire on female models. However, some argued that this limited the magazine's audience and failed to acknowledge male interest in fashion. As a result, some publications began incorporating male models into their editorials, providing a more inclusive experience for readers.
One example is Cheri, which launched in 1958 and became a prominent women's magazine in France. The publication focused primarily on fashion, featuring high-end designers like Christian Dior and Givenchy. Despite its name, Cheri was not just for lesbians; instead, it catered to all women who wanted to read about style and beauty. Still, it was criticized for exclusively using female models until they decided to include men. This move helped the magazine gain popularity among different demographics and attract more advertisers.
The decision to feature male models came after a series of successful campaigns, including one with American actor Tony Curtis in a tuxedo and another with French singer Serge Gainsbourg in casual wear. These shoots showed that men could be stylish while staying true to themselves, inspiring many readers. Cheri also experimented with mixed-gender spreads, pairing men and women together in various outfits. This approach created an exciting dynamic, highlighting how clothing can transcend gender boundaries.
Cheri's inclusion of men was innovative but not groundbreaking. Other magazines had already featured male models beforehand, such as Esquire, which debuted in 1933 and featured male celebrities alongside articles about masculinity. Nevertheless, Cheri's strategy worked because it struck a balance between appealing to traditional feminine ideals and pushing against them by showcasing diverse body types and expressions of gender.
In conclusion, Cheri's occasional inclusion of male models was progressive for the time, expanding its reach beyond heteronormative expectations and broadening the fashion industry's scope. It showed that there is no limit to what people can achieve when they break down barriers and embrace diversity.