In the late 20th century, the thong became a staple in gay adult media and erotic cinema. It served as a visual tool for objectification and empowerment , emphasizing the "male gaze" within the community.
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There is an ongoing tension in media representation between viewing the thong as a fetish item versus a legitimate fashion choice . High-fashion brands (such as Versace or Diesel) frequently feature them in campaigns targeted at the queer demographic to bridge this gap. In the late 20th century, the thong became
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