As Wan-Hsiu Sunny Tsai points out in the article “Representations of Lesbians, Gay Men, Bisexual, and Transgender People in Mainstream Advertising,” transgender people are very under-represented in ads. The fashion industry is especially non-inclusive – models are white, skinny, cissexual, and heterosexual. When shown, “trans women [are] often shown as extremely sexy and feminine in order to serve up a surprising twist: ‘She Is a He!’” (Sunny Tsai 6). This Givenchy ad is refreshing because it does not sensationalize the transgender woman, nor the lesbians. They are seamlessly incorporated with the rest of the models, and all of the models are seen as highly attractive. This ad targets wealthy people who read high-fashion magazines, which makes it especially effective at changing societal norms.
Wan-Hsiu Sunny Tsai. “Assimilating the Queers: Representations of Lesbians, Gay Men, Bisexual, and Transgender People in Mainstream Advertising.” Advertising & Society Review 11, no. 1 (2010) http://muse.jhu.edu/ (accessed October 2013).