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| I’m not going to tell you again: we’ve hit Peak Dad | I’m not going to tell you again: we’ve hit Peak Dad |
| (11 days later) | |
| Like many fathers of 17-year-olds, I’ve become accustomed to my son nicking clothes out of my wardrobe. I’ve put this behaviour down to laziness, combined with the poverty of youth. If I’m honest, I had taken it as a backhanded compliment too – a sign that maybe I’m not so past it after all. | Like many fathers of 17-year-olds, I’ve become accustomed to my son nicking clothes out of my wardrobe. I’ve put this behaviour down to laziness, combined with the poverty of youth. If I’m honest, I had taken it as a backhanded compliment too – a sign that maybe I’m not so past it after all. |
| But now I’ve discovered that he’s just doing what teenagers do – following the latest sartorial trend – Peak Dad, as interpreted by Balenciaga at men’s fashion week. | But now I’ve discovered that he’s just doing what teenagers do – following the latest sartorial trend – Peak Dad, as interpreted by Balenciaga at men’s fashion week. |
| No doubt the Peak Dad look has more than a twist of irony about it, if these highlights from the Fashion Dads Instagram account are anything to go by. But it’s definitely a thing. It must be, as it has featured in all manner of style magazines, from GQ and Esquire to Dazed & Confused. | No doubt the Peak Dad look has more than a twist of irony about it, if these highlights from the Fashion Dads Instagram account are anything to go by. But it’s definitely a thing. It must be, as it has featured in all manner of style magazines, from GQ and Esquire to Dazed & Confused. |
| So what’s going on? What does Peak Dad signify? | So what’s going on? What does Peak Dad signify? |
| I’m not going to make any claims as a fashion expert, but as somebody who earns his living advocating involved fatherhood, and is reasonably up on how the media presents dads, I do reckon that lurking somewhere in this phenomenon is a cultural shift. I think it comes from a growing recognition, through personal lived experience, that a) dads exist, b) they might matter, and c) we might even want to celebrate them. | I’m not going to make any claims as a fashion expert, but as somebody who earns his living advocating involved fatherhood, and is reasonably up on how the media presents dads, I do reckon that lurking somewhere in this phenomenon is a cultural shift. I think it comes from a growing recognition, through personal lived experience, that a) dads exist, b) they might matter, and c) we might even want to celebrate them. |
| In 2011 I started a blog, Homer Simpson Must Die, in my spare time: an attempt to chronicle and analyse media representations of fatherhood. It felt at the time like a gap in the market. The blog didn’t last very long (did I mention I’m a dad?) But revisiting it now is quite interesting, because it shows how far we’ve come in the intervening years. | In 2011 I started a blog, Homer Simpson Must Die, in my spare time: an attempt to chronicle and analyse media representations of fatherhood. It felt at the time like a gap in the market. The blog didn’t last very long (did I mention I’m a dad?) But revisiting it now is quite interesting, because it shows how far we’ve come in the intervening years. |
| Not long after I started my blog, a dad from Pennsylvania went viral when he complained about a Huggies advert that played with the “hapless dad” stereotype. In the offending clip, nappies were given the ultimate test – being handled by cack-handed (literally, as well as metaphorically, one presumes) fathers. The joke misfired, and the outcry led the company to pull the commercial. | Not long after I started my blog, a dad from Pennsylvania went viral when he complained about a Huggies advert that played with the “hapless dad” stereotype. In the offending clip, nappies were given the ultimate test – being handled by cack-handed (literally, as well as metaphorically, one presumes) fathers. The joke misfired, and the outcry led the company to pull the commercial. |
| Later the same year, I railed against Procter & Gamble’s “proud sponsor of mums” Olympics campaign, and two Christmas ads by leading supermarkets (Asda and Morrisons) that effectively positioned mothers and fathers as two different species: one selfless and domestically downtrodden, the other lazy and incompetent. No prizes for guessing which was which. | Later the same year, I railed against Procter & Gamble’s “proud sponsor of mums” Olympics campaign, and two Christmas ads by leading supermarkets (Asda and Morrisons) that effectively positioned mothers and fathers as two different species: one selfless and domestically downtrodden, the other lazy and incompetent. No prizes for guessing which was which. |
| Almost five years on, it feels like the world of “dads in ads” has shifted. | Almost five years on, it feels like the world of “dads in ads” has shifted. |
| Yes, you’ll still encounter the hapless dad – or his new best mate, the fundamentally lazy but creative “dad hack” dad. There’s a touch of dad-bashing in the Peak Dad phenomenon, but it’s different, more sympathetic. | Yes, you’ll still encounter the hapless dad – or his new best mate, the fundamentally lazy but creative “dad hack” dad. There’s a touch of dad-bashing in the Peak Dad phenomenon, but it’s different, more sympathetic. |
| It’s worth clarifying that there is still a long way to go before dads and mums inhabit a level playing field as workers and caregivers. Men still do just 24 minutes’ childcare for every hour done by women, the gender pay gap is 18%, and we have the most gender-unequal parenting leave system in the developed world. | It’s worth clarifying that there is still a long way to go before dads and mums inhabit a level playing field as workers and caregivers. Men still do just 24 minutes’ childcare for every hour done by women, the gender pay gap is 18%, and we have the most gender-unequal parenting leave system in the developed world. |
| But it feels like brands are finally noticing that younger fathers especially are taking a fairer and more active role in parenting, or at least want to (nearly half of dads under 35 would take a pay cut to spend more time with their children). Positive, hands-on fatherhood is becoming normalised. | But it feels like brands are finally noticing that younger fathers especially are taking a fairer and more active role in parenting, or at least want to (nearly half of dads under 35 would take a pay cut to spend more time with their children). Positive, hands-on fatherhood is becoming normalised. |
| My theory is that this is finally happening because today’s advertising and marketing executives have “lived experience” of dads who did their best to put food on the table and be a positive presence in the home, or who did all the hands-on parenting (albeit part-time, mostly) post-divorce. Some of them are now “living the dream” of hands-on fathering themselves, and then reflecting it back at us. | My theory is that this is finally happening because today’s advertising and marketing executives have “lived experience” of dads who did their best to put food on the table and be a positive presence in the home, or who did all the hands-on parenting (albeit part-time, mostly) post-divorce. Some of them are now “living the dream” of hands-on fathering themselves, and then reflecting it back at us. |
| Could it be that this newfound recognition of dads’ fearless, stereotype-busting “doing” of fatherhood in a world that still positions mums as the parenting experts is the inspiration behind Peak Dad? A glance at its poster-boy, Barack Obama – by anyone’s estimation, a man who seems to have achieved career success and a high level of involvement in his children’s lives – suggests to me that it might be. | Could it be that this newfound recognition of dads’ fearless, stereotype-busting “doing” of fatherhood in a world that still positions mums as the parenting experts is the inspiration behind Peak Dad? A glance at its poster-boy, Barack Obama – by anyone’s estimation, a man who seems to have achieved career success and a high level of involvement in his children’s lives – suggests to me that it might be. |
| Fashion is, I suppose, about finding your tribe – communicating something about your beliefs, values and background to the people around you. Sometimes we look far afield for our inspiration; sometimes we look close to home, for comfort. I asked my son what he thought of Obama’s style. A quick sweep of Google Images and the answer came: “Yeah… he’s jokes.” And then, as if by magic, he stroked my arm and gave me his best pleading look: “By the way, have you got that sweatshirt I was going to borrow?” | Fashion is, I suppose, about finding your tribe – communicating something about your beliefs, values and background to the people around you. Sometimes we look far afield for our inspiration; sometimes we look close to home, for comfort. I asked my son what he thought of Obama’s style. A quick sweep of Google Images and the answer came: “Yeah… he’s jokes.” And then, as if by magic, he stroked my arm and gave me his best pleading look: “By the way, have you got that sweatshirt I was going to borrow?” |
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