A little controversy is sometimes needed when you’re selling a product and you want it to get noticed fast. Innerwear brands seem to know this very well, which is why they keep producing advertisements that push the boundaries. Does it work? Some brands claim that these controversial ads have helped increase sales, such as Dolce & Gabbana, which reported a revenue increase of 21% in the same year that they were slammed for their infamous “Fantasy Rape” campaign. But on the other side of the coin are the obvious consequences: if deemed too racy, these ads can backfire and bring bad publicity to the brands (although some will argue that bad publicity is still publicity). As is the case with some, they can be forced to pull these ads and issue an apology.
Anyway, effective or not, let’s look at some of the most controversial lingerie ads to have ever been propelled into public consciousness:
Elle MacPherson Intimates
When Elle MacPherson launched her intimates label in 2004, she came up with a series of key-hole images that showed a woman in various risque poses, seen from the point of view of someone peeking through a keyhole–this is one of those images. The ads was were heavily criticized for their voyeuristic nature, but some publications still carried them, which no doubt helped the brand reach global recognition.
In July, Pantene announced the commencement of the Pantene Shine Moment contest; earlier this week, ten finalists were selected from more than seven hundred women who wrote in to explain the causes they believed in most. Brand ambassador Raline Shah was once more invited to celebrate the event, and to celebrate the women of that day.
Despite the diversity of range in their causes, each woman was selected to be in the top ten for their potential to add a direct positive impact to entire communities. These ten stood out among others for their “goodwill, influence, and ability to turn intent into reality.” They hope to bring about that positive impact by social programs, with one such example as simple a dream as encouraging children to engage in more reading. Pantene has given each of the finalists IDR 10 million each to help them fulfill their dreams and share their moment of shine with others.
Spanx Red Hot Label Arrives in Indonesia
When Spanx arrived in Indonesia last year, a collective cry of joy sounded from all women whose glorious muffin tops and love handles needed temporary regulating for that odd evening or two in an especially body-hugging LBD. I, too, was part of that cheering crowd–and I no longer live in fear of VPLs when wearing skintight LBDs that are two sizes too small.
Earlier this week, an intimate media gathering at Plaza Senayan’s Avorio Italian Restaurant to celebrate the arrival of the Red Hot Label line by Assets, the sister line of Spanx. What separates Red Hot Label from other Spanx products are its fun lace and print details. Better still, all lines that fly under the Red Hot Label banner are available at more affordable price points, with staples like the Luxe & Lean Open Bust Tank and Half Slip going for about 20 – 30% less than their Spanx counterparts.
But don’t for one minute think that a lower price point translates to a compromise in quality! This is some serious control underwear that does exactly what it sets out to do. Get ready to fit into old party dresses again
New York Fashion Week
We in Jakarta have to wait until October before the unfurling of this city’s Fashion Week, so we’re whetting our appetite through New York Fashion Week til then. NYFW takes place place from September 5-12, and here are some of the first runway shows that caught our eye:
Beautiful cuts and light, flowy fabrics, and everyday-wear appeal, but one very small complaint: is there a law out there that states spring collections must contain floral motifs?
Now this is more like it. We’re all for designers bucking the “spring = florals” trend in favor of this space-age look. The colors and silhouettes remind us of 2008 Lady Gaga.
The Great Gatsby meets Marie Antoinette. Great to see the stark geometry of art deco married with soft pastels, with an dash of feathers and frills every now and then.
If you watch any soccer, you’d know that the Spanish national team is affectionately nicknamed La Furia Roja , which translates The Red Fury. Spain is where La Perla, the Italian luxury lingerie label, has drawn inspiration for its F/W ’13 collection. The collection is called Duende, which is Spanish for sprite, and it has worked to represent the fiery spirit that has come to be associated with the land of Goya, the Alhambra, and Ernest Hemingway’s best-known love stories. Through its world-renowned mastery of fine materials, La Perla “embodies the essence of a style that knows how to “play with fire” while preserving its elegance.”
La Perla is the international authority of lingerie luxe, and now this purveyor of elegant finery has released Lingerie & Desire, a gorgeous coffee table book that documents the evolution of La Perla advertising campaigns throughout its 60-year history.