Paris City Hall declares Aubade’s XXL advert sexist

Translated by
Isabelle Crossley
today Dec 14, 2018
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On Dec. 5, Aubade unveiled a giant poster on the front of the Galeries Lafayette Haussmann building. The outfit showed a close-up of figure-hugging and revealing underwear worn by a model.

Announcing the campaign on Twitter, the French lingerie brand wrote: “The Aubade woman knows how to get noticed." The advert did not sit well with Hélène Bidard, the deputy at Paris City Hall tasked with promoting gender equality.

"Do you speak Aubade ?" asked the lingerie brand on the front of Galeries Lafayette. - Aubade/Twitter

Bidard took to social media to denounce the campaign and questioned Galeries Lafayette Haussmann, upon whose building it was posted. She wrote: “Seriously Galeries Lafayette, in 2018 with the MeToo movement in full swing and only a few days before Christmas, did you really have nothing better to show than a faceless woman’s buttocks? I request the immediate withdrawal of this sexist campaign!” Bidard’s reaction was echoed by numerous Twitter users as well as several media outlets.

However, no action was brought against the campaign because it was only temporary and ended as planned on Dec. 11. The Parisian department store’s façade has now replaced the Aubade advert with the face of Millie Bobby Brown posing in a Moncler advert.

Aubade, which celebrates its sixtieth birthday this year, is known for its suggestive advertising campaigns shot in black and white. Next summer Viktor & Rolf will release a capsule collection for the brand.

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