It's no secret that Koeksuster is obsessed with the colour pink. But what makes us so passionate about pink? And why, a year after the milennial pink trend took over popular culture, are we still seeing pink everywhere..
ID Magazine takes a look at the history of the color in fashion and pop-culture in their article punk, pretty, and powerful: a history of fashion through the color pink. And as the article mentions;
As André Wheeler explains in his article HOW 'TUMBLR PINK' BECAME THE MOST UBIQUITOUS COLOR IN FASHION BRANDING pink is used "in femme-positive aesthetics, mainly because of the heavy connotations concerning gender, femininity, emotionality and vulnerability the color possesses." Brands use pink to alter society's understanding of femininity, by in some way reclaiming the color pink through creating new narratives associated with the color.
This brings us to Grace Alter's submission to Koeksuster that touches on our feelings towards the color pink just perfectly!:
The saying, “Pretty in Pink”, is loaded with undermining connotations. In a context where pink has been socialized as the colour of femininity, it irks me that our foremost association with pink, with femininity, is “pretty.” It insinuates that to be feminine is to simplify oneself to the pettiness of a pleasing appearance. But in truth, I’m not only pretty in pink; I’m passionate in pink, I’m petty in pink, perplexing in pink and boy, sometimes even pissed off in pink! I can embrace my femininity while remaining marvellously multifaceted.
In the past, pink has symbolized a naïve and innocent positivity. Unfortunately, femininity is often viewed in this same narrow light. When we women flaunt our femininity, we are seldom seen as strong or wise. Instead, we are faced with seemingly complimentary terms such as “pretty” which reduce women to superficial qualities synonymous with sweetness. Our feminine complexity is ignored. It is imperative to note that we can be peppy in pink and still be cognisant and critical. I am proud to say that I am often provocative in pink, I am puzzled in pink, periodically pessimistic in pink, but mostly poignant in pink.
We can change this stereotypical simplistic narrative by embracing femininity in its entirety. We certainly don’t need to stop wearing pink for our intricate identities to be acknowledged. There is no need to force ourselves into a hyper-masculine mould to be of worth. In fact, I am confident that my true female self adds value to the contribution I make to uplifting the planet. I am political in pink, pensive in pink, peculiar in pink, playful in pink, punctual in pink (who am I kidding) and purposeful in pink.
It’s no secret that we are facing a great deal of adversity. It pains me to say that we are patronized in pink. I know that we are persevering in pink and certainly persistent in pink. In order to sustain our femininity and recognize our cardinal virtue, we need to embrace all our qualities. I believe this is a challenge we will take on with open arms and let our joint femininity make waves.
By incorporating pink in our brand we aim to celebrate Femininity. Often we think that to overcome sexism and gender roles we need girls to embrace so-called “manly” things. Although this is true, we do need more female CEO’s, more female athletes. We want attributes such as being strong, independent, assertive and determined to be associated with girls, but that does not mean being gentle, compassionate and empathetic are bad qualities to have. To be truly feminist we have to embrace both sides of the socially constructed gender spectrum. We want to challenge gender roles, not only embracing masculine things, but also by embracing feminine things. We need to acknowledge that both men and women have masculine as well as feminine qualities, we are all multifaceted. So we are pink in protest. Femininity is not an insult. We are proud to be pink.
Grace Alter is only in grade 11 and when she's not writing think pieces for her blog she can be found either creating artworks, singing or playing the piano. As for her blog and aspirations she explains that "Altered Image was created with the intention of using my googliness for gorgeous garb as a platform to air my views on issues pertaining to society. It's also a space where I express my unique spark in the world. I live humbly and with gratitude for the privilege that I have and aspire to impact society through sharing my 'altered' thinking."
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