ABSTRACT
This chapter explores how hypersexual representations of women are not merely in urban space as an appliqué, but how the material co-constitution of urban space with soft-pornified images of women is re-conceptualizing architecture, media and gender. The chapter outlines subtle forms of hypersexualization already normalized by consumer acceptance of hypersexuality. It discusses how postfeminist rhetoric conflates female empowerment with representations of women who appear 'up for it'. The co-constitution of architecture and media is a feature of contemporary urban spaces. These are the sites where two-dimensional hypersexual media find a surface and shape an urban space. Hypersexualized advertising campaigns now infuse urban space and make the general public a captive audience to their address. Many nuances of hypersexualized spatial systems can be understood through the Playboy underwear advertising campaign on display in the retail store Bras'n'Things. The acceptability and normalization of hypersexually styled advertisements in urban space results from the neoliberal celebration of women who are 'up for it'.
