Response to "Mediating Third Wave Feminism"

"The campaign in general and Moss in particular also blur the boundaries between male and female. In the first place, CK One is billed as a ‘‘fragrance for a man or a woman’’ and is marketed to both men and women.”

(Shugart, Helene, Catherine Egley Waggoner, and D. Lynn O'Brien Hallstein. “Mediating Third-wave Feminism: Appropriation as Postmodern Media Practice.” Critical Studies in Media Communication. 18.2 (2001): 194-210)

This quote is in regards to the CK One advertisement where Kate Moss is seen dressed in men's clothing, looking very skinny and boyish. I personally have never seen this ad before but hearing about it made me wonder, why is it that the female model (Kate Moss) is the one having to dress and appear to be a member of the opposite gender, where as the male models in the background are still seen wearing masculine clothing. Why don't the men in this ad dress more "metro" or feminine? The purpose of the ad was meant to advertise a perfume that is unisex where both men and women can wear it. The slogan clearly states this in the ad, however it seems to me like everyone in this ad appears to be masculine or male like. Once again, it is the women who have to alter their appearances instead of the men. It claims to blur the boundaries between both genders, yet I still see a clear line, one that has everyone looking the same gender. I think this ad is deceptive and incorrect because the only gender in it being portrayed is the male gender.