Eli Rezkallah Reverses Sexist 1950s Ads in Viral Photo Series

Lebanese photographer Eli Rezkallah, born in 1986 in Beirut, created the viral series "In a Parallel Universe" in 2017, which reimagines sexist advertisements from the 1950s and 1960s by swapping gender roles. The project was inspired by overhearing his uncles discuss women's domestic duties during Thanksgiving. Rezkallah's work extends beyond this series, rooted in his upbringing in an isolated community during Lebanon's civil war, where women maintained flawless appearances as a coping mechanism. In 2007, he founded the creative studio Plastik, named after the facade of Lebanese women hiding suffering. The studio has supported young talents and led to exhibitions in Bangkok, Palm Beach, Paris, and Singapore. On August 4, 2020, his studio was damaged in the Beirut explosion, prompting him to launch a fundraiser with Syrian artist Saint Hoax. Rezkallah's aesthetic features pastel colors and doll-like figures, juxtaposing beauty with melancholia, reminiscent of Barbie. His subjects appear stoic and empty, reflecting denial and hidden trauma.