New Zealand jewellery brand ‘I Love Ugly’ came under fire for a sexist holiday campaign, wherein they have used women’s bodies as props. This ad campaign features fully clothed men wearing the brand’s ring on their hands and cupping woman’s breasts and butts.
Hey @iloveugly, I want to support NZ brands but what were you thinking? Way to show women you respect them. Ugh. pic.twitter.com/LxW4A80gUN
— Lizzie Marvelly (@LizzieMarvelly) December 2, 2015
I Love Ugly : une campagne NSFW pour présenter ses bijoux pour homme https://t.co/0cjy0Uon1i #iloveugly pic.twitter.com/I9SmVk4zI5
— Les Hommes Modernes (@LesHomModernes) December 1, 2015
Last week company posted a picture on Facebook page with a caption that reads, “Jewellery is one of those things you either love or hate on a man. We tried our best to rework something that makes a lot of males a little uneasy and turn it into something the dubious could potentially see themselves wearing.”
Mix 1 brutal weapon, 1 objectified woman &lashings of DV =SellOut campaign. WhatAWorld #iloveugly #domesticviolence pic.twitter.com/scFkZcBkKn — Daniella Maison (@Ladymaison) December 6, 2015
As soon as they posted the picture, people took to social media to condemn the adverts, to which the company later tweeted: “Mixed reviews about our latest ring campaign. Some love it, some hate it. If you’re nervous about something, you’re onto something good.” The tweet was later deleted. But in response, one person wrote: “If you’re nervous about something, it’s probably because you know it’s grossly offensive.”
And later, company responded further to the criticism by by posting a picture of woman’s hand on a man’s naked torso.
They have clearly missed the entire point. Since then people have been tweeting about this:
Hey @iloveugly, you’re not onto something good when you’re actively contributing to a system that treats women as second class citizens.
— Frances Cook (@FrancesCook) December 2, 2015
if @iloveugly think they’re revolutionary for sexually charging the female body to sell some rings, well then they’re both idiots and sexist — david (@stamspo) December 1, 2015
Irresponsible, sexist & plain wrong to perpetuate objectification of women through ad campaigns. Time to join 21st C @iloveugly #iloveugly
— Roy Clare (@Swatchway) December 2, 2015
Actually @iloveugly maybe you’re nervous because you know deep down that your campaign is lazy, has been done before, is sexist as hell.
— Smallpocalypse (@Ahhmandah) December 2, 2015