Sanja Iveković was the first artist in Yugoslavia to actively engage with gender difference, tackling the commodification of women’s roles with the onset of consumerism in the country. Using television advertisements, tabloid magazines and current affairs as her sources, Iveković juxtaposed these with images of her own life, addressing the discrepancy between public and private discourses, and pointing to the hypocrisy of the public declarations of gender equality in socialist Yugoslavia.