Media Hype Around Lorna Jane Model/Receptionist Ad Was A “Miscommunication”

Media Hype Around Lorna Jane Model/Receptionist Ad Was A “Miscommunication”
SHARE
THIS



Sportswear brand Lorna Jane has come under fire for an ad it posted on job-searching site Seek that asked for a receptionist/model with very specific body measurements.

The ad – which was removed from Seek this morning due a large number of applicants, a Lorna Jane spokesperson told B&T – has specific bust, waist, hip and height requirements.

“We had a great number of applicants over the weekend and we decided that we did have enough applicants to obviously shortlist candidates from that selection,” said the spokesperson.

While the ad has been taken down, publication Crikey has a copy of the ad, below.

Image via Crikey.

Image via Crikey.

A spokesperson from Lorna Jane said the attention the ad had been getting was a “miscommunication” around what the brand had meant by the term Fit Model, and the measurements were included in the ad as the brand fits garments to the model/receptionist.

“Any garment that comes in that’s ready to sell we will measure them on this fit model, and ensure all the seams sit flat, there’s no puckering, no gaping, ensuring there’s an overall good fit. And obviously from there, any alterations are made…to make the garments fit well and go out to stores,” said the spokesperson told B&T.

“There’s been a bit of miscommunication around that and it’s not so much that it’s obviously someone’s who’s physically fit, it’s someone who is going to be used for garments.”

The spokesperson also said the brand often combines roles within the company. As the Fit Model position was only a part-time role, combining it with a receptionist role enabled the company to provide a full-time job.

“It is obviously primarily a Fit Model role, and then receptionist second.”

Predictably, Twitter has erupted.

Not everyone has an issue with the ad though.

Lead image via BRW.

Please login with linkedin to comment

Latest News

It’s Back! Naked’s Jon Burden Reveals All In The Return Of Video Series ‘The Ads I Wished I’d Made’
  • Advertising
  • Campaigns
  • Media

It’s Back! Naked’s Jon Burden Reveals All In The Return Of Video Series ‘The Ads I Wished I’d Made’

Welcome to the 2018’s triumphant return of B&T’s ongoing industry video series (partnered with video content superstars Redbikini) and all called the Ads I Wish I’d Made. And what better way to kick of the New Year than probing Naked Communication’s executive creative director Jon Burden on the ads and the media that inspired him and make him […]

by B&T Magazine

B&T Magazine
Bauer’s Cosmo Named Official Mardi Gras Media Partner
  • Marketing
  • Media

Bauer’s Cosmo Named Official Mardi Gras Media Partner

Bauer Media has announced Cosmopolitan magazine as an official media partner of the 2018 Sydney Gay and Lesbian Mardi Gras. COSMO’s Mardi Gras sponsorship will deliver a month-long celebration of activities in the Parade’s 40th anniversary year. In addition to the event sponsorship, COSMO is producing its second Pride Issue for March, on sale 5th […]

A Guide To Understanding Your Digital Marketer
  • Opinion

A Guide To Understanding Your Digital Marketer

In this guest column, Logie-nominated journalist, Leisa Goddard (main photo), who is also the managing director of media, PR and digital agency, Adoni Media, offers her personal guide to making your way through digital marketing buzzwords and gobbledygook… Do you feel as though your digital marketer speaks to you in a language you don’t understand? In today’s highly-competitive world […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine
Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter
  • Marketing

Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter

Seasoned meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Aussie family. The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with […]

Animal Logic Shows Off New Website In Collaboration With Protein One
  • Marketing
  • Media

Animal Logic Shows Off New Website In Collaboration With Protein One

Aussie visual FX and feature animation studio Animal Logic has unveiled its new web experience – a reimagined website – in collaboration with Sydney digital agency Protein One. Animal Logic felt it was important to engage a local digital agency to represent its brand online. The company’s online personality was one that required a team […]

Raunchy Marathon Ad Causes Utter Confusion
  • Campaigns

Raunchy Marathon Ad Causes Utter Confusion

B&T likes to award the "dumbest ad of the day" with a 15-inch devon knob. And this would be a processed meats shoe-in.

by B&T Magazine

B&T Magazine