Founded in 1910, Gitanes is a famous French cigarette brand known for its prolific output of well-designed and striking advertisements. Lefor-Openo were the first women hired by the company to create a poster. Gitanes was best known for its harsh, unfiltered cigarettes; however, in 1956, it introduced a filtered version primarily advertised to women. Here, Lefor-Openo reinterpret the company’s gypsy mascot (“gitane” means “gypsy”) as a contemporary woman, the smoke from the cigarette cleverly forming a hoop earring next to her smiling face. More self-assured and sassy than sensual, she is an aspirational figure for the female consumer, actively subverting the male gaze most often associated with the product.