Disability charity Scope have been airing a cheeky ad this summer designed to encourage people to donate clothes. It’s a funny tribute to the iconic Levis ‘Laundrette’ ad of 1985 and features a very studly 24-year-old model and personal fitness trainer Jack Eyers in the Nick Kamen role. And boy, does he fill it.
Instead of stripping off to wash his clothes, Eyers denudes himself to donate to the cause. As he gets down to his white boxers we suddenly get a close-up on his hi-tech prosthetic leg, which has remained hidden until now. In terms of the way the ad is shot and structured his prosthesis is basically his penis. It becomes another way of ‘stripping down’ and ‘revealing’ the male body. Of signalling both toughness and vulnerability, passivity and activity, loss and possession at the same time.
And Eyers isn’t shy about it. His prosthesis is, as he says in an interesting interview with the Telegraph‘s Theo Merz here, something he likes to show off rather than hide because it looks ‘pretty cool’. It also doesn’t necessarily harm his employment prospects in an industry waking up to both the eye-catching potential and, paradoxically, the ‘normalness’ of disability. (You might also want to check out Theo Merz’s expedition to Newcastle in search of the spornosexual here – in which he discovers the man some Telegraph readers would like to pretend doesn’t exist is terrifyingly, ab-tauteningly real.)
Even less shy is US Marine vet turned underwear model Alex Minsky, who has been garnering a lot of well-deserved attention for his saucy shoots – and most particularly for the way, with his body art, sculpted muscles, styled facial and head hair, he has totally aestheticised himself, prosthesis and all. He’s also a model who clearly isn’t afraid to become a form of performance art. Splendidly kinky performance art. (Some naked selfies were leaked earlier this year – which only served to, err, enhance his reputation.)
Perhaps part of the appeal of the buff, sexualised chap with prosthetic limb(s) is not just the ‘inspirational story’, but also the fantasy of total control over the body – even after something as traumatising as amputation. And of course the hi-tech, fascinating prosthesis that seems to bring ‘bionic’ powers blends with the cyborg nature of spornosexuality itself – a bodily merging with technology, in which the body is ‘machine tooled’ into something more exciting by nutritional and medical science, Technogym decline presses and Nair for Men. (Though for most this merging is done by uploading smartphone selfies to Facebook.)
I analysed the ‘Laundrette’ ad in Male Impersonators as a ‘seminal’ moment in the objectification of the male body – its ‘looked-at-ness’. Kamen’s strip in the living rooms of the UK in the mid-1980s (along with several other ads in that campaign, which increasingly sought to substitute the product for the model’s unshowable penis) really did mark a moment at which we woke up to the male body as a fully-fledged object of desire. Everyone in the laundrette, male and female, is having a really good look. And it’s worth mentioning he’s doing his own washing – no ‘little woman’ in his life to do it for him.
Like Top Gun, which was released the following year, ‘Laundrette’ packages this new male narcissism as ‘traditional’ and ‘retro’, when the real 1950s it is notionally located in confined this kind of fare to underground gay mags like AMG – certainly not prime-time TV.
Thirty years on we’re all still having a really good look. So much so that we require much more visual stimulation. Our gaze is more demanding, more penetrating. Back then Kamen’s body was pantingly-described as ‘hunky’, but now his slim, svelte body looks not rather coy in comparison to today’s ripped, pumped, inked and sexed-up spornos, with or without gleaming, well-oiled prosthetic limbs.
Not to mention almost a different species.