Esprit Tendue'

Advertising erotic Suit Supply is making waves

The last campaign of the Dutch fashion brand Suit Supply is generating a lot of reactions. The company even had to take photos, tinted with eroticism, social network Facebook. You can see a man dressed in intimate poses with a half-naked woman. The campaign, developed by Carli Hermès and called Shameless would be too shocking.

Indecent?

In all stores of the brand Suit Supply costumes are hung large photographs of the advertising campaign of the winter collection. A man, dressed to the nines, look under the skirt of a woman to see her panties. Another man, again in costume, sitting on a sofa next to a woman who caresses his chest half bare. Pornographic and degrading to women, said the critics. Or 'contrary to good taste and decency'.

imagination

The Netherlands and England, the Suit Supply campaign is already the subject of a complaint. For us too, the brand campaign Dutch costumes a stir because it is pornographic and degrading to women. "Many customers find that unacceptable," admits the director, Fokke de Jong. "But it is their own imagination."

Do not make a fuss

According to the director of Suit Supply, however, there is nothing to make a fuss. "Our campaigns always attract a lot of feedback. Indeed, the number of reactions Shameless disappoints me somewhat," says de Jong on the website of the company.

Muses full authority

"It is true that the campaign is very suggestive, sexual suspense there, but that is our goal. Sees nothing, is not it? Here and there a bare chest, but the Netherlands low, we're used to seeing so much more! And these are beautiful pictures. "According to de Jong, the rural women are described as 'muses full authority'. They perfectly master the situation, take an active part in the scene being played, hold orders or seduce. And M. de Jong sees no what is wrong with it.

submitted

For us, the women's movement workers KAV Catholics complained to the Jury of advertising ethics (JEP) against the campaign. "The image of women that is conveyed by the campaign Shameless ignores the active role of women in all spheres of society, thereby undermining the dignity of all women. In these photos, it is always acting man and woman playing a more passive role, unselfish and submissive. There is absolutely no question of control on the part of the woman and / or interaction between the two, "said Annemie Janssens, CEO of AMK. "Man can do what he wants casually and clearly emerges a certain power, while the wife submits and emits absolutely no passion."

Self-image

"When the girls are confronted daily with images that 'pornographisent' women, this has a negative effect on their self-image. These images put pressure on girls to endorse a particular image (negative) and do not encourage them to take an active role in society. campaigns such as Suit Supply also have a negative impact on boys, their attitude toward themselves and their relationships with girls / women. these images create a false sense of kindness of women vis-à-vis the man, "added the spokesperson Brenda Deby.

stereotypes

According to the KAV, the campaign confirms stereotypes of men as hunters and women as prey. The women's movement workers Catholics also considers that it is totally unnecessary and degrading show naked women in sexual attitudes subjected to advertise menswear.

Not degrading

The company does not see how the photographs in question are problematic. "I do not think any of my campaign is degrading to women," says the director of Suit Supply. "Yes, women are represented at an angle alluring, but they control the situation. Many women find that it is also a very sexy campaign."

ENA 

Suit Supply in, you do not understand either why the pictures can not be shown in public. For society, the fact that they can be shocking for children is unthinkable. "The photos are still not explicit! It takes a good dose of sexual imagination to understand the sexual context of these photographs. And to my knowledge, the children do not have the imagination there," says de Jong Fokke.

erotic tension

"Some people are also wondering where is the link between the erotic tension and fashion, but the link is obvious," explains the director of Suit Supply. "We do still dress not only to keep warm! People who find it disrespectful make a projection, because they think of everything that entails disrespectful. Their criticism says more about their own imagination on my photos. "

a whole

The costume still concedes that not all photos would show the series in stores or on the street. "Some are more explicit than others, and they would look bad if they were seen separately. Should see a continuation of the shoot. Should see the photo series as a whole, and it is wrong to withdraw in particular. "

Creative flair

Suit Supply prides itself on combining creative flair and energy with its know-how and the latest technology. The strength of the brand lies in its formula: simple, effective, clear, always with a personal touch well marked. Suit Supply has three subsidiaries in Belgium: Antwerp Frankrijklei on a shopping-center and Wijnegem to Bicester Village.

A successful campaign