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”
SHARE
THIS



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

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’
  • Media

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’

Ten teams of young creatives will vie for the prestigious Young Spikes Design Competition Award at Spikes Asia 2018, a three-day festival of creativity held between 26-28 September 2018. The competition garnered 123 submissions – the most of any Young Spikes competition – from executives aged 30 and under across the Asia Pacific and Japan. […]

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler
  • Media

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler

Corporate affairs agency Wilkinson Butler is delighted to welcome Nick Albrow to join its board as a director. Albrow joins chairman Peter Wilkinson and managing director Andrew Butler as the business builds on its reputation as one of the leading crisis and issues firms in Australia. Joining in September 2017 as an account director, Albrow has […]

Mastercard Marketing Chief Sarah Pike Exits
  • Marketing

Mastercard Marketing Chief Sarah Pike Exits

Mastercard marketing boss Sarah Pike has exited. Sadly, not via a half-pike somersault with twist, but the actual exit.

by B&T Magazine

B&T Magazine
Adobe Appoints New ANZ Marketing Director
  • Marketing
  • Technology

Adobe Appoints New ANZ Marketing Director

Adobe announces new ANZ marketing 'big cheese' who's set to go by the title of marketing director and not Queen Gouda.

by B&T Magazine

B&T Magazine
Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm
  • Media

Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm

Publicis Media agencies Zenith and Starcom were named a ‘Leader’ and a ‘Strong Performer’, respectively, in The Forrester Wave: Global Media Agencies, Q3 2018. Both agencies were among the select companies that Forrester invited to participate in this evaluation of the media agency landscape. Zenith received the second-highest score in the ‘Strategy’ and ‘Current Offering’ […]

Apostrophe Copywriters Is Landing In Amsterdam
  • Marketing

Apostrophe Copywriters Is Landing In Amsterdam

Apostrophe, Melbourne’s first copywriting collective, is launching a pop-up office in Amsterdam this September with Lauren Brumley, Apostrophe’s Head Strategist, at the helm. Since its inception in 2012, Apostrophe has continued its steady growth trajectory, expanding globally to accommodate clients in cities as diverse as Helsinki, NYC, Los Angeles, Kuwait and the Netherlands. In 2014 […]