7000 Magazine's 'Domestic Disaster' editorial showcases an alternative side to housecleaning. The sultry 50s housewife set has been home to countless spreads and lookbooks with images of broom and mop-toting women. Photographer Steve Hiett broke with the rest as he opted for the accurate and all out clumsy depiction of these at-home activities.
Model Chloe Lecareux sported classic homemaker outfits with horn rimmed shades and above the waist piece. Stylist Corinne Lucquiaud's host of pin skirts and elongated heels spiced up the conservative ensembles. The most eye-catching of aspects was Lecareux's behavior however as she hung lifelessly over chairs while smoking or towered above the camera with an awkwardly held vacuum, displaying just how unglamorous the tasks can truly be.
What's Driving This Trend
- Alternative Housecleaning Depictions
- Disruptive innovation opportunity for more realistic and relatable cleaning product advertising.
- Clumsy Choreography
- Disruptive innovation opportunity for more comedic and entertaining cleaning tutorial videos.
- Subverted 50s Housewife Archetype
- Disruptive innovation opportunity for non-traditional and gender-neutral home cleaning product marketing.
Who This Affects Most
- Advertising
- Disruptive innovation opportunity for cleaning products to market based on realistic depictions of housecleaning.
- Entertainment
- Disruptive innovation opportunity for media companies to produce humorous cleaning tutorial videos.
- Marketing
- Disruptive innovation opportunity for cleaning product companies to market to a broader gender spectrum than just the traditional female housewife market.
