Hoodie season is here and so is the new winter collection. It is that time of the year again when brands launch their new, warm and cozy winter collection. And that is where Muse Luxe enters the picture with their all new exclusive collection, which has more or less got people talking about their problematic marketing.
About Muse Luxe
Muse Luxe is a recently launched Pakistani luxury clothing brand, which is quite popular for their trendy designs and comfortable casual and formal wear. The brand posted some pictures of their new collection on their social media which looks great except for one.
This is what their Instagram account says:
“The special edition “Boys Don’t Cry” hoodie and sweatshirt. #MuseLuxeStyle #MuseLuxeLove”
And we’ve got a problem here.
For the past few decades, the phrase “Boys don’t cry” has given birth to a plethora of debates and arguments. While some refer to the term “toxic masculinity” to describe the issue, others relate the phrase with domestic violence and mental instability.
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As human beings we are bound to respond to emotions, and one of those responses are tears. Scientists have taken this into account numerous times and they agree that shedding tears aka crying, is a sign of a healthy mind. Unfortunately, our society perceives crying as a feminine trait. And this idea has been fed to young brains ever since they are born – boys just are not supposed to cry.
We should rather encourage people to express their emotions because bottling them up will only result in a huge problem down the road. Our brands should be responsible and motivate people in all the right wways, help them fight against these unjust ‘standards’ of society. Men are human too and there is no shame in crying so why should we promote an idea which dehumanizes a particular gender?
https://www.instagram.com/p/B34eLT6poHn/
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We are already approaching 2020, and fashion statements like these shouldn’t be promoted at all. Let everyone cry and laugh and do everything they feel like. Stop reinforcing ideas like “boys don’t cry” and “mard ko dard nai hota” (men don’t get hurt). Let’s start the new year with positive energy.
