On the evening of Thanksgiving, Eli Rezkallah, a photographer from Lebanon who was 31 years old at the time, was sitting at the table when he overheard his relatives saying that women needed to do a better job of performing their women’s duties, such as doing the laundry and the cooking. It sparked an idea in Eli, which led to him organizing a reshoot of some old advertisements from the 1940s, 1950s, and 1960s in which the gender roles of men and women were reversed. Eli says, “I know that not all men think like my relatives do, but I was surprised that such views still exist. That’s why I created this project where they can taste their own sexist poison.”

Hiptoro would like to show you a collection of photographs from the series “In a Parallel Universe” that illustrate the shifts that have taken place in society over the course of the past fifty years. We have high hopes that Eli’s artwork will finally put to rest the outdated notion that women are expected to take care of all of the domestic responsibilities on their own.

 

Van Heusen ties.

Chase and Sanborn coffee, the 1950s.

Schlitz beer.

 

Hardee’s fast food restaurant chain.

Mr. Leggs pants,1962.

Chemstrand Nylon tights, the 1940s.

Lux detergent, 1956.

 

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Hoover vacuum cleaners, the 1950s.

Alcoa Aluminum ketchup, the 1950s.

 

At the age of sixteen, Eli Rezkallah launched his career as a photographer specializing in fashion. In later years, he worked in the fashion industry as a creative director of shows. He currently makes a living as a photographer and as the editor-in-chief of Plastik Magazine.

Eli did an outstanding job with the project. He addressed a concern that, despite the passage of time, can occasionally be observed at the surface. Are you of the opinion that we shouldn’t remain silent when it comes to a topic that is so emotionally charged? Give us your take on the matter.