Sexist advertising denounced by Paris municipality

Two weeks ago, a giant advert by famous lingerie brand Aubade was denounced as sexist. It was displayed on the Galerie Lafayette shopping center’s facade.

Sara Saidi
Sara Saidi NewsMavens, France
Sexist advertising denounced by Paris municipality - NewsMavens
Galeries Lafayette. Wikicommons

Why this story matters:

The advertising shows a woman’s buttocks clad in Aubade lingerie. Deputy Mayor Hélène Bidard received a complaint and reacted on Twitter denouncing the ad as sexist: "All ads are not like this one. Here, we don’t have a woman, there are only buttocks. We do not see her arms, and her position is far from normal". She asked for the removal of the ad and reminded the public that the "#metoo" movement still exists. 

Over the past 4 years, the Paris municipality has worked with different partners in the advertising sector who have openly committed not to create, distribute or support sexist ad campaigns. But the Galerie Lafayette was not part of this working group. The shopping center only removed the ad on December 11, at the end of Aubade’s ad campaign. 

On social networks, there is an ongoing discussing about whether the ad is sexist or not. For instance, Marine Le Pen, head of the right-wing Rassemblement National political party wrote: "Explain to me what is sexist about showing buttocks in order to sell lingerie?" 

Details from the story:

  • Two weeks ago, a giant billboard by famous lingerie brand Aubade was denounced as sexist.
  • The advertising shows a woman’s buttocks wearing Aubade lingerie. 
  • Deputy Mayor Hélène Bidard called for the removal of the ad. 
  • The shopping center did not remove the billboard earlier then planned. 
  • Discussion on social networks is continuing over whether this ad is sexist or not. 
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