In the late 1960s, Marvel wanted to make sure it got control of the name "Captain Marvel" for trademark purposes, so Stan Lee and Gene Colan quickly came up with a character to go with the name. For the costume, creators had him wear a literal Kree captain's uniform, which in this case was a green and white outfit with a little flair to it. It was a decent enough costume for a rank and file character, but it was a weak design for a superhero. Unsurprisingly, the Captain Marvel series was a hard sell for Marvel. Marvel needed to keep it going, though, so the company brought in Roy Thomas and Gil Kane to revamp the series.
Pick a random issue of “Witchblade” prior to the last year or so of its run and you’d be hard-pressed to find a cover that didn’t feature the main character sexualized. Obviously, the biggest reason for the sexual nature of the covers is the fact that the character’s costume is basically the most unrealistic armor ever seen. Basically just enough armor to cover her arm, her nipples and only the bare minimum below the belt, Sara Pezzini’s costume is pretty ridiculous. It’s no surprise when most people would define the character based on her appearance than on her actual heroics.
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Thor, Captain America, and even Hulk and Iron Man all got new looks for Marvel's groundbreaking blockbuster, and while the characters all looked great in their own films, they never looked better than when they finally came together under and unified aesthetic. From Cap's streamlined look, to Hawkeye's subtly comic-influenced S.H.I.E.L.D. garb, the Avengers were most visually powerful as a unit, where their comic book essence was captured nearly flawlessly by pitch-perfect visual cues.