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

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

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Advertising Standards Bureau

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