Today is a bittersweet day at Catalog Police. We are evaluating the case of Women vs. Anthropologie. I have a conflict of interest in this case, as I’ve bought plenty Anthro items over the years. (Hey, their summer collection inspired the styling for half my honeymoon outfits.)
The Anthro vibe has always been bohemian, inspired by 1960s fashion donned by women embracing their hard-won independence.
But there are crimes in the October catalog that must be addressed. Let’s see the evidence:
Oh, how quaint. It’s like the 1960s, but without the bra-burning or the feminine mystique.
“Welcome to my gracious kitchen. My husband paid for these gently used furnishings, as well as my vanity degree from Le Cordon Blech. As you can tell by my waistline, I do not eat my edible creations. Brioche?”
Wheeee, banking! I mean, BAKING.
Look, I get it. Anthro recently launched a line of home goods and cooking gear, so they’re showcasing the products. But let’s get real: these photographs are a thinly veiled Stepford Wives pastiche, NOT an homage to bad ass women chefs like April Bloomfield.
I considered ignoring these subliminal messages… until I saw this:
Maybe the model is playing possum. Maybe her blood sugar crashed — but either way, her implied powerlessness is not motivating me to buy her “harvest moon poncho” — which is the whole point.
Anthro, this is your first time in my courtroom, so I will go easy. But I am issuing a stern warning: Like it or not, this catalog is sending a subliminal message about your customers’ perceived identities. But with the prices you charge, you should be more focused on portraying the financial independence required to purchase the products.
Carry on. And have a great weekend.