The Female Gaze
The female gaze is a term that captures the perspective of women, crafted to aesthetically please and resonate with them. This concept contrasts sharply with the 'male gaze,' a term introduced by film theorist Laura Mulvey, which examines how heterosexual male perspectives dominate film narratives—from camera angles to the fetishisation of women. A troubling aspect of the male gaze suggests that women have an ‘expiration date’; over 80% of leading roles in film and television go to men over 40, while female actors lose approximately 75% of roles by that age.
In contrast, the female gaze centres on women's experiences and desires, aiming to empathise rather than objectify. It highlights the inner lives and emotions of female characters, portraying them as active participants with agency over their bodies and choices. The female gaze often explores intimate moments, focusing on the connections between people rather than external appearances or sexualized representations. A prime example is Fleabag by Phoebe Waller-Bridge, which employs humour to delve into raw themes like grief and self-identity, allowing audiences to connect with the protagonist emotionally while showcasing female desire without catering to male fantasies.
As of 2023, the percentage of female film directors rose to 12.1%, leading to more authentic storytelling about the experiences of women from diverse backgrounds and ages than ever before.
By ensuring that women are not objectified, it fosters a culture of respect and empowerment. This representation helps women feel seen and valued, not merely as objects of desire but as multifaceted individuals with their own stories and experiences. In relationships, the female gaze encourages healthy dynamics built on mutual respect and understanding, allowing women to express their desires and boundaries confidently.
Moreover, the female gaze resonates within the art world. Female artists, photographers, and creators are increasingly challenging traditional narratives and presenting women in ways that celebrate their complexity and individuality. Tracey Emin demonstrates this perfectly as she challenges traditional notions of femininity and domesticity. The rawness of her work invites viewers into her vulnerable world, putting forward her emotional truth and reflecting on themes of love, loss, and identity. This shift not only enriches the artistic landscape but also inspires women to reclaim their narratives and express their identities authentically.
At Coco de Mer, a lingerie brand created by women for women, we are dedicated to the female gaze. Our mission is to empower women, helping them feel beautiful and confident in themselves and their sexuality. We prioritise individuality in our portrayal of women, ensuring our designs resonate with those who seek luxury that is both sensual and empowering.
To reinforce our commitment, we maintain an all-female team on shoots and collaborate exclusively with female photographers. This approach not only gives models agency but also creates a safe and supportive environment, allowing them to express themselves authentically. By fostering a culture where women are in control of their representation, we celebrate their uniqueness and encourage a deeper connection with their own bodies and desires.
Some examples of this include our collaboration with Julia Restoin Roitfeld and Laura Bailey. Female pleasure exists in so many forms. To illustrate that, and to launch our Home of Pleasure platform in 2020, we were thrilled to be able to collaborate with two remarkable women and tastemakers to bring to life their unique perspective on the subject. Julia and Laura’s take on female pleasure is intimate, quietly powerful and sensual, and yet totally relatable. There is a trust and confidence, too, in Julia’s interpretation of sensuality and something very moving about the female gaze - we are able to get closer somehow. We believe that inspires women everywhere.
The following year, we partnered with Helena Christensen as the muse for our Icons collection. Helena art-directed and photographed herself wearing the collection from the intimacy of her home in New York in a bid to truly capture ‘The Ultimate Female Gaze’.
By embracing the female gaze, Coco de Mer invites women to focus on how they feel in their lingerie rather than how they are perceived by others, empowering them to embrace their own desires and sensuality. In doing so, we hope to contribute to a broader conversation about the importance of representation and the transformative power of the female gaze across all aspects of life.
Some of our recommended products to please to the female gaze:
Enraptured Figment Massage Candle
References:
https://www.thefemalegaze.com/what-is-the-female-gaze/
https://sartorialmagazine.com/lifestyle/2023/2/17/the-female-gaze