British luxury fashion house Burberry has come under fire recently after it released its Valentine’s Day campaign that featured several LGBTQ couples.
The campaign titled 'B:Mine', was released on January 23 and showcased a number of real-life LGBTQ couples kissing and embracing each other. The ad was meant to celebrate the concept of intimacy and affection and was presented alongside a curated selection of Burberry gifts such as bags, shoes and accessories.
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However, despite its clear attempt to be inclusive, the ad did not sit right with netizens after it was released on the brand’s social media platforms. Many on Instagram claimed the ad was too sexual in nature, and netizens threatened to unfollow and cancel the brand. Many also slammed the brand for its activist marketing that targeted a small demographic that likely does not buy from its stores. They also argued that the label only wanted woke people who have the money to spend at their stores.
The ads, which also featured a person with scars from an apparent double mastectomy, a surgical procedure where both breasts are removed partially or completely, also sparked anger with many saying that the campaign only served to make young women feel like they were born in the wrong body and that it glorified self-mutilation.
MARKETING-INTERACTIVE has reached out to Burberry for a comment.
The news comes shortly after Spanish fashion brand Balenciaga was in the hot seat for launching its Spring/Summer 2023 collection with a campaign that showed kids playing with toys dressed in BDSM-style bondage gear and for featuring documents from a child sexual abuse case.
The brand sincerely apologised on Instagram Stories for any offence caused by its holiday campaign. "Our plush bear bags should not have been featured with children in its campaign. We have immediately removed the campaign from all platforms," the brand said.
It also apologised for "displaying unsettling documents" in the campaign. Balenciaga explained that it takes this matter very seriously and is taking legal action against the parties responsible for creating the set and including unapproved items for its Spring 2023 campaign photoshoot. "We strongly condemn abuse of children in any form. We stand for children's safety and well-being," Balenciaga added.
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