CES is Killing Sexy
Last year was my first year attending the Consumer Electronics Show (CES), and after a few days in a crush of wall-to-wall men, women did start to seem endangered; the sight of someone wearing lipstick was almost luxurious. At first I wondered why everyone was staring at me when I walked around the show floor. Three days later I was so starved to see a sister, I would stop in the middle of an aisle to gape, slackjawed at any woman passing.
So I understand why people hire booth babes — female models who demo products — and I get why they’re effective. I just don’t get why the people who dress them seem to hate pretty girls so much.
(Photos from Coed Magazine.)
The Playtex Cross Your Heart Bra is super supportive. And tube socks to wear on her arms in case she gets cold. That’s thoughtful.
Let’s set aside that hiring booth babes makes it clear women aren’t peers at CES. Also how the media keeps interviewing the models to represent a female perspective on technology, while conveniently forgetting that they don’t actually work in, or often have any interest in, technology. Or that the whole thing isn’t laughably 1962. (I mean, have you been to Vegas? CES doesn’t touch the frowny-faced emoji that goes down for women there.) So, accepting these facts as a given, let’s talk about the depressing shit they’re making these women wear.
They said string bikini, fine. They said eight hours in platform heels, she brought foot numbing cream. They asked for someone with double Ds, so she arrives… and they ordered an XS bikini that provides less coverage than her actual underwear. You knew about her boobs, Creeper. She’s wearing her bra.
Given the opportunity to dress a woman in a way that says, “I’m smokin’, but approachable! Come talk to me about technology!” What kind of mouth breather says, “Put this on:”
This company’s target customers are bikers who like to salsa dance at toga parties.
An angry person who hates flirtation and the nerdy people who yearn for it, that’s who.
Here’s what. If you want to pay models to pretend-demo your products, fine. Models totally love getting paid, and women don’t need to buy your product. But the least you can do is provide clothing that genuinely appeals to the target audience — nerds.
Something that says, “My hotness does not preclude the possibility that I’m smart” instead of “I grew up without a father, and am being paid to make eye contact with you.”
I mean, as long as you’re irritating half the population, you might as well move some product.