Sluts

Last week, in response to the passage of draconian anti-abortion laws in several U.S. states, a Los Angeles–based makeup company announced that for four days it would be donating 100 percent of its revenue to organizations that support reproductive rights. The company, which was founded in the aftermath of the 2016 presidential election “by a group of jaded romantics,” is no stranger to controversy. The provocation begins with the company name: Lipslut.

Pictured: Lipslut’s “F*ck Trump” shade. The company also sells “F*ck Kavanaugh” (named for the newest U.S. Supreme Court Justice, Brett “I Like Beer” Kavanaugh), “F*ck Hollywood,” “Notorious R.B.G.” (a tribute to Supreme Court Justice Ruth Bader Ginsburg), and a dark purple shade called — deep breath — “Leftylibglobalistsantifacommiesocialisthollyweirdopigs,” which takes its name from an internet troll’s insult.

Lipslut joins an increasing number of mainstream brand names, titles, and idioms that deploy the S-word. As of this writing there are 54 registered or pending SLUT trademarks in the U.S. Patent and Trademark Office database; while a few are put to risqué use (SLUTNATION.XXX), many are family friendly. Which means that slut—a wanton word throughout its history—may be shape-shifting yet again.

How I Met Your Mother: The bitch chronicles, part 3 — Little Miss Appropriation

Profanity, sometimes the language of celebration, also often gives us something to celebrate. In comedy, it can signify a character’s superiority to situation, the fluid personality unimpeded by almost inevitably hostile circumstance, even if that’s just the prospect of meeting someone in a bar, or dealing with star-crossed love or your crazy parents, or whatever. Profanity provokes a smile or chuckle, too, when it’s used against type, when the good girl emits an unexpected fuck. Who saw that coming? It’s a verbal pratfall.

In earlier installments of the bitch chronicles, we’ve observed these stylistic effects in the situation comedy How I Met Your Mother, its sure-tongued use of son of a bitch and various euphemisms for it, especially Lily Aldrin’s Inigo Montoya-influenced You son of a beetch. It was all in good fun, but some of HIMYM’s bitching appropriates Black Language and whitewashes it for a mass audience. That’s not fun for everyone. On this point, HIMYM is inadvertently political. Its misappropriations of African American-inflected bitch ring false and rather than promote comedy interfere with it, at least for some viewers.