How Barbiecore is eschewing the male gaze
20 Oct 2022
How Barbiecore is eschewing the male gaze

Barbiecore couldn’t be further from the doll once considered a symbol of sexism. Transparently fake, fun, and loud, this subculture is detached from the male gaze and popular among cisgender women and the LGBTQ+ community. But what’s caused it to break into the public consciousness? And why now?

Amelia Abraham

Over eight combined years as an editor at VICE, Refinery29 and Dazed, Amelia Abraham commissioned stories, managed teams, shaped branded campaigns and grew audiences. Abraham now works mainly as a freelance copywriter and brand consultant. Recent clients include Nike, Hinge, Royal Mail, Dr Martens, Lyst, and Matches Fashion. Having published two books on queer culture, Queer Intentions (Picador, 2019) and We Can Do Better Than This (Vintage, 2021), Abraham has talked about LGBTQ+ culture everywhere from Sky News to BBC Radio 4 to the Southbank Centre, and regularly delivers LGBTQ+ diversity and inclusion talks for brands.

Alex Quicho

Alex Quicho is the head of cultural intelligence at Canvas8. Her research into identity, ethics, and technology has been published widely, including in Wired, Bookforum, and a recent monograph for Zero Books. She is an associate lecturer in speculative futures at Central Saint Martins and holds a master’s degree in cultural criticism from the Royal College of Art. At Canvas8, she designs innovative methodologies and develops cultural understanding for clients including Google and Nike.

James Fox

James Fox is the head of data and analytics at Canvas8 and has nearly 20 years of experience in data-led, multi-methodology research programmes. James joined Canvas8 in 2017, bringing their experience of working across sectors and methodologies, including technology, FMCG, and finance via online consumer panels, focus groups, and one-to-one interviews. James has played a key role across a range of international programmes, leveraging experience in qualitative and quantitative methodologies to deliver impactful, actionable insights. Their work has produced insights and tools for clients including The New York Times, Microsoft, Sony, Samsung, the British Government, and Google.