n°173/ Transgenders

June 2015

by Nathalie Azoulai

Always keen on making sexual hints, the Magnum ice cream brand just released an ad campaign about the ultimate pleasure, Be True To Your Pleasure. On a slow version of Rihanna's Umbrella, Willam Belli among other transvestites and transsexuals teach you about their visions of femininity, truth and intimate freedom. Along with the ad, the brand asked young Canadian director Xavier Dolan and i-D magazine to judge an international short films competition so called "Vie Magnifique: Be true to your pleasure". The whole thing is uncannily seducing and asserts individual freedom against social conventions but it goes even further assuming that creativity gets even more acute without gender boundaries. To think it through...

 Laurence Anyways