Combating misogyny and sexism is an everyday affair for women across the world. In this day and age, objectification of women for product endorsement is rampant but this time, a fashion brand from New Zealand, has hit a new low with their ad campaign that reinstates the image of a woman being reduced to a sex object.
Disclaimer: This article contains graphic images. Viewer discretion advised.
New Zealand’s fashion label I Love Ugly has come up with an ad campaign for men’s jewellery, presenting their new line of rings against the backdrop of a naked woman’s body.
The ad features a fully-clothed man, with his ring adorned hands clasped around the woman’s breasts, crotch and bottom. These are what the images look like. (NSFW)
Click to flip images.
The advertisement, quite understandably, received a lot of flak on social media for their sexist move.
Hey @iloveugly , you’re not onto something good when you’re actively contributing to a system that treats women as second class citizens.
Using a woman’s body as a prop for showcasing masculinity is a new low for advertising. As a brand with a target group that largely comprises of young impressionable men, I Love Ugly should in fact be more responsible in terms of the message they’re sending out.
