Myer In Strife Over Undies Campaign Showing Diverse Women & Only Chiselled Young Men

Myer In Strife Over Undies Campaign Showing Diverse Women & Only Chiselled Young Men
SHARE
THIS



Department store Myer is the latest brand to cause a ruckus in the body positive wars after its latest catalogue showed a diverse group of women modelling its underwear range but only fit, chiselled, hairless men flogging the bloke’s briefs.

The catalogue is apparently part of a three-week campaign that includes models of all shapes and sizes, showing the “diversity of the Australian community”.

Angry customers – a number of men among them – have taken to social media to kindly explain that males also come in all shapes, sizes and ethnicities.

“Something positive is going on at Myer, but seems half marketing department didn’t get the memo,” one man railed on Reddit.

“We want confident women but the men must always be muscle bound and hairless,” said another man.

“Hairless but never balding,” another added.

A women penned: “The fact they only did half annoys me more than if they had done nothing. It shows they don’t believe in it and are just making light changes to make it look like they are siding with the community.”

A number of males also pointed out it was near impossible to get the physique of many of the models featured.

“Even more than that, it’s these guys jobs to look like that. They can therefore put in the effort required. The rest of us have other jobs which don’t always lend themselves to that kind of body,” one male penned.

One angry mother said she was pleased to see “normal women” on the front page of the catalogue but the “inequality” made her feel ill.

“I don’t want my teenage son growing up feeling pressured by unrealistic body standards. Not every man grows up looking like a jacked action figure – sure, some do, but depicting this body type as the only one to aspire to is toxic,” the mother said.

Others suggested that the jacked, hair-free images of men could also be detrimental to the women they ultimately date.

One mother wrote: “I don’t want my daughters growing up with some warped view of male beauty, or thinking a single body type is the benchmark of normality.”

A dad commented: “My son was nine when he first asked me how to go on a diet.”

However, others defended the campaign, believing that showing overweight models sent a dangerous message around health and obesity.

One mum wrote: “I don’t want my son growing up thinking it is okay to have a beer belly.”

Another added: ‘The problem with all of this is that we show off obese people as the norm, when it is bad for your health.”

Another penned: “Surely there’s a middle ground where models are healthy but don’t have to be super long legged or in the men’s case work out heaps starved them selves for two days before the shoot.”

A spokesperson for Myer told B&T: “Myer takes diversity seriously and has a proud record of embracing and showing the diversity of the Australian community in our advertising – this includes all body types, ages, heights, and backgrounds.

“In our latest campaign we have a diverse range of models across men’s and women’s fashion and you will see the diversity of the models used as this campaign rolls out,” the spokesperson said.

The spokesperson added that the model “Milo” pictured below is regularly used in Myer campaigns.

 

 

 

 

 

 

 

 

 

Please login with linkedin to comment

Myer

Latest News

OLYMPUS DIGITAL CAMERA
  • Advertising
  • Opinion

Why Trust, Not Crypto, Is Today’s Most Valuable Online Currency

In uncertain times, trusted sources become even more significant in the world of media. Elise Bennett (pictured), head of account management (APAC) at Outbrain, reveals what advertisers need to know about the new trust exchange. Instability breeds uncertainty. From bushfires to the pandemic and war, there’s been plenty of both to go around in recent […]

Nine’s Radio Stations Bag Best Ever Survey 4 Results
  • Media

Nine’s Radio Stations Bag Best Ever Survey 4 Results

GfK Survey 4 of 2022 reveals that Nine’s talk stations achieved a cumulative audience of 1.873 million – up 9.1 per cent on Survey 4 of 2021. It’s the highest ever Survey 4 audience for the network, and comes off the back of record audiences in Surveys 1, 2 and 3. Sydney’s 2GB is a […]

Optimising Commits To Environmental Support As Part Of 1% For The Planet Movement
  • Marketing

Optimising Commits To Environmental Support As Part Of 1% For The Planet Movement

Independent SEO agency Optimising has further reinforced its commitment to the environment by being part of 1% for the Planet, on the back of it gaining B Corp Certification last year. Optimising continues to walk the walk around environment sustainability by being part of the global movement, which inspires businesses and individuals to support environmental […]

Get Your Entries In For Best Of The Best Now!
  • Advertising
  • Marketing
  • Media
  • Technology

Get Your Entries In For Best Of The Best Now!

A tidy desk and punctuality aren't enough to win a Best of the Best Award. Not, that we do stress, they'd hurt either.

by B&T Magazine

B&T Magazine
Comms Staff Encouraged To Take Survey Into Cultural Diversity, Inclusion & Representation
  • Media

Comms Staff Encouraged To Take Survey Into Cultural Diversity, Inclusion & Representation

Media and communications staff at all levels are invited to take part in a national online survey examining perceptions and practices around cultural diversity, inclusion, and representation in the industry. The FAIR survey, now in its second year, provides a snapshot of cultural diversity in the communications industry, as well as how practitioners incorporate diverse […]

PubMatic Partners With AlikeAudience To Offer Media Buyers Exclusive Sell-side Access To Transactional Data
  • Media

PubMatic Partners With AlikeAudience To Offer Media Buyers Exclusive Sell-side Access To Transactional Data

PubMatic has announced a partnership with AlikeAudience in Australia, Japan, and Indonesia, enabling advertisers to access quality audience data on the supply side. Activating data on the supply side cuts down complexity and delivers more efficiency and value for both media buyers and data owners, through higher match rates and better CPMs. The partnership expands […]

BARCELONA, SPAIN - NOVEMBER 27: Barcelona supporters during the UEFA Champions League group F match between FC Barcelona and Borussia Dortmund at Camp Nou on November 27, 2019 in Barcelona, Spain. (Photo by Eric Alonso/MB Media/Getty Images)
  • Media

Optus Sport Becomes Official Aussie Broadcaster Of Spanish LaLiga

Live streaming service Optus Sport will be showing all major games of the Spanish La Liga Santander and the LaLiga SmartBank, giving football fans an extra reason to become subscribers. The Spanish Football League is considered one of the greatest in the world, containing the likes of European champions Real Madrid, Catalan giants FC Barcelona, […]

TVNZ+ Launches With A Warning About The Perils Of Free Streaming Via Dentsu Creative
  • Campaigns

TVNZ+ Launches With A Warning About The Perils Of Free Streaming Via Dentsu Creative

In the recently launched campaign for TVNZ+, Dentsu Creative, and Sweetshop’s Damien Shatford, have delivered an entertaining look at the new streaming brand, TVNZ+. TVNZ launched the reimagined streaming brand last week to better reflect its digital offering, repositioning the platform as a streaming destination rather than an OnDemand catch-up service.

Nikki Van Dijk And Surfing Australia Team Up With Ruffie Rustic Foods To Promote Plant-Based Meals
  • Campaigns

Nikki Van Dijk And Surfing Australia Team Up With Ruffie Rustic Foods To Promote Plant-Based Meals

Ruffie Rustic Foods have teamed up with Nikki Van Dijk and Surfing Australia to encourage groms to be kind to their bodies and minds through providing nutritious, plant-based meal options. Ruffie Rustic Foods are on a mission to prove that plant-based eating can be easy and convenient, without compromising on flavour. Whether you’re vegetarian, flexitarian, […]

Nestlé Australia Launches First Nations Creative Program Tuck In!
  • Campaigns

Nestlé Australia Launches First Nations Creative Program Tuck In!

Nestlé Australia today launched Tuck In!, a program supporting emerging First Nations creatives to establish career pathways in commercial content creation. Tuck In! invited First Nations chefs and aspiring content creators to develop recipe and video content celebrating the combination of bush foods and Nestlé products. Nestlé Oceania marketing & communications director Anneliese Douglass said […]

British Army’s YouTube And Twitter Accounts Get Hacked By Crypto Scammers
  • Technology

British Army’s YouTube And Twitter Accounts Get Hacked By Crypto Scammers

The UK Ministry of Defence confirmed that the British Army’s Twitter and YouTube accounts had been compromised by hackers who used them to promote their non-fungible token (NFT) products. The two accounts have since returned to normal, as the Ministry said via their own Twitter page. “The breach of the army’s Twitter and YouTube accounts […]