A class-less elite

Envy and desire drive our consumer tendencies. As we saw in the "extrovert green" WonderBra ad, the symbol of a woman can be viewed through multiple perspectives. In the bra ad, a woman was sexualized with the intention of envy and the desire to be envied. However, Tom Ford took the interpretability of sexuality to an entirely new level in an ad campaign promoting his first fragrance for men. The cologne bottles are placed over "private" feminine areas. In this case, we have a very high-fashion, expensive label being advertised in a setting completely void of any remnants of class or high taste. 

For example, this ad (the least offensive of the campaign) shows a woman with large, fake breasts and a perfect manicure, with shiny skin, red lipstick and an open mouth. Perhaps the fact we recognize Tom Ford as an established designer affords him the right to overstep the boundaries of taste.

This raunchy visual departs from the high-class, stuffy idea of cologne for an older man and in turn displays it as a scent that will make the wearer an object of desire. It effectively markets to a younger generation of males, the successful bachelor. 

Again the woman is a symbol, but she is not representing herself or the ideal woman, she is a representation of the myth attached to purchasing this cologne. She represents the ability of a man to attract women, and the capability of a man to feel desirable and in control. She represents a lifestyle available to only the attractive and elite, the socialite with time and money to spare. 

For the sake of decency, I won't include the rest of the photos, but you can find them easily on Google images if you search 'Tom Ford For Men ad campaign'.