Fine art photographer and Plastik magazine founder Eli Rezkallah stumbled upon a comment of one of his family members about women belonging to the kitchen to follow their female duties in preparing Thanksgiving dinner. “Although I know that not all men like my uncles think that way I was surprised to learn that some still do,” he explains. “So I went on to imagine a parallel universe, where roles are inverted and men are given a taste of their own sexist poison.”
He was surprised by that – at least he thought so – outdated mentality and dogged out some print advertisement of the `50s. During this period, the image of the perfect housewide mainly consisted in working hard to please her husband with a spotless home and the perfect meal – apart from keeping herself pretty for him.
The sexism of those campaigns was outrageous and Rezkallah came up with the idea to revive those ads with flipped gender roles. The result is hilarious yet shocking alike and it seems a suitable social climate highlighting the importance of fighting false gender stereotypes.
All Images: Eli Rezkallah for Plastik Studios, 2018