Ever wanted to buy the same bra sported by victims of domestic violence? Well, now you're one step closer to making this morbid wish come true. A shocking image from an Elle MacPherson Intimates ad campaign started making the Twitter rounds this weekend. The company was going for a whole provocative-imagery-catching-your-eye thing, but how far is too far when you're selling a product?
The image, according to Coloribus (Creative Advertising Executive), is the product of a 2004 photo shoot for Elle MacPherson Intimates. The photo shows a door opening on a woman in a pretty black ensemble who appears hurt, as if thrown on the floor. Sydney-based bra designer Renee Mayne was the first to dig up and tweet the provocative image.
A number of Elle MacPherson Intimates images from 2004 centred on voyeuristic themes, but the lady-on-the-floor photo has to be the most disturbing. I doubt Elle MacPherson Intimates meant to portray a victim of domestic abuse, but that sure is what it looks like. Mayne is right, this ad is pretty much the opposite of what lingerie should be all about — helping women feel empowered and sexy. The other images from the campaign are less violent but still pretty creepy.
Ugh, Peeping Tom much? I don't know what exactly the company was aiming for, but these images certainly don't make me want to wear any revealing see-through lingerie around the house — mostly I just want to cover myself up in case some creeper is lurking outside my window. The photos are certainly provocative, and I can appreciate the creative effort. But, if anything, these photos belong much more in an art gallery than on a billboard. Sexual assault and voyeurism are not sexy, and it's not cool to use them to sell intimates to women.
Elle MacPherson Intimates images: Coloribus.com