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Luxury brand's controversial ad banned by French regulator
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French fashion house Yves Saint Laurent receives backlash due to its controversial ad for fall 2017 campaign in France. (twitter.com/tititimarie/File)
F
rench advertising watchdog Autorité de Régulation Professionnelle de la Publicité (ARPP) has recently banned a controversial Yves Saint Laurent ad.
According to Women's Wear Daily, the watchdog has taken down the ad throughout the country after receiving many complaints, including from netizens.
Several days prior to International Women’s Day on March 8, French feminist group Osez le féminisme (Dare to be Feminist) sarcastically tweeted, “Bravo, @YSL for your misogynist ads. In the run up to 8th March, it’s the best possible taste.”
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Bravo @YSL pour vos publicités misogynes. À l'approche du #8mars, c'est du meilleur goût #ContinuumDesViolences pic.twitter.com/5A9KnyosXu
— Osez le féminisme (@osezlefeminisme) March 4, 2017
Other social media users also protested by using the hashtag #YSLRetireTaPubDegradante that calls on the brand to remove the ad.
Women are also not 9 heads tall smh! RT @Frenchie_Karyn: Wtf ! 😧 Women are not objects ! #YSLRetireTaPubDegradante pic.twitter.com/HpoZgoJOjg
— Verica Jericho (@Gingerika224) March 7, 2017
WHAT A SHAME ! Seriously, is that the kind of things we want to see in 2017?! #YSLRetireTaPubDegradante #YSL #ARPP #whosthephotographer pic.twitter.com/DzrxK7ymHE
— Food_Wool (@food_wool) March 8, 2017
The ad, which is part of Yves Saint Laurent’s fall 2017 campaign, displays a model in fishnet stocking and fur coat spreading her legs in front of the camera while wearing roller skate high-heels. Meanwhile, another ad shows a model in leotard and roller skate high-heels bending over a stool. The campaign displays collections designed by Italian-Belgian fashion designer Anthony Vaccarello who collaborated with Dutch fashion photographer duo, Inez van Lamsweerde and Vinoodh Matadin.
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ARPP director Stéphane Martin told Ad Age that the campaign “seriously contravenes” advertising codes in relation to “respect for decency, dignity and those prohibiting submission, violence or dependence, as well as the use of stereotypes.”
“We have alerted the advertiser, who is a member of ARPP, that these images do not conform with our code of conduct,” said Martin as quoted by Women's Wear Daily. “Respect for creative freedom is one thing, but there is also respect for the consumer.” (kes)
