NZ Clothing Company Uses Naked Women’s Bodies As Props, Says It’s “Onto Something Good”

NZ Clothing Company Uses Naked Women’s Bodies As Props, Says It’s “Onto Something Good”

A tale as old as time; advertising objectifying and sexualising women. And New Zealand jewellery brand I Love Ugly has shown us the patriarchy is still alive and well.

The ads show fully-clothed men modelling their bejewelled hands all over a naked woman’s body.

i-love-ugly-jewellery-collection-04 i-love-ugly-jewellery-collection-06 i-love-ugly-jewellery-collection-09

The ads, originally posted by fashion and art website HighSnobiety, are not featured on I Love Ugly’s website, but don’t worry, the critics have found them. And those damning comments are in no short supply.

But despite the outrage, the label took to Twitter to explain it’s thought process:

“Mixed reviews about our latest ring campaign. Some love it, some hate it. If you’re nervous about something, you’re onto something good.”

That tweet and all campaign imagery have since been deleted.

But as one person wrote in response: “If you’re nervous about something, it’s probably because you know it’s grossly offensive”.

iloveugly

ugly2

Unfortunately, the brand didn’t stop there, but in fact stooped to an even stupider level.Yep, they went ahead and re-released the campaign but in reverse, with women wearing the jewellery and showcasing it on non-sexualised parts of a naked male body.

ugly4 ugly3

Commenters caught on though, with one saying: “Covering a non-eroticised part of the male body … A further demonstration of how the brand has no understanding of the power imbalance ingrained in society.”

“You really don’t get it, do you,” wrote another Facebook user, while a further critic said, “Exoticism doesn’t do much to cover up misogyny.”

And while there have been supporters of the brand throughout it all, with comments like “Great campaign, don’t worry about this feminazi”, most people now know the brand as the guys who just keep getting it wrong.

B&T contacted HighSnobiety and I Love Ugly for comment but are yet to hear back from them.




Latest News

Scroll Media Recruits Costa Panagos From Twitch
  • Advertising

Scroll Media Recruits Costa Panagos From Twitch

Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
  • Technology

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs

School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]

General Motors Snares Heath Walker From Scania
  • Advertising

General Motors Snares Heath Walker From Scania

General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]