10 of the Most Controversial Fashion Advertisements

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Fashion advertisements, similar to art, have incredible potential to challenge social norms, especially in the age of social media. Unfortunately, advertisements can also reinforce sexist and racist attitudes. The 10 most controversial fashion advertisements in recent years have left people wondering, were these ad campaigns the result of honest mistakes or bad intent?

#10: Victoria’s Secret Fashion Show Controversy

In 2012, fashion model and pop culture icon Karlie Kloss walked the Victoria’s Secret Fashion Show runway wearing lingerie and a stunning floor-length Native American-inspired headdress setting off one of the most controversial fashion advertisements ever. The outfit prompted many on the internet to accuse Kloss and Victoria’s Secret of cultural appropriation. They argued that by wearing the headdress, which has spiritual and political significance for many Native American cultures, with underwear, Kloss and Victoria’s Secret indicated a serious lack of respect for indigenous people and culture.^[1]USA TODAY – Victoria’s Secret apologizes for using headdress

Kloss and Victoria’s Secret responded to the controversy with an apology, and the getup was removed from future ad campaigns. Though people might think that the incident would prompt Victoria’s Secret to reconsider its misuse of other cultures, the brand was again accused of cultural appropriation in 2017 for featuring more Native American-style dress in its fashion show. Elements of other cultures featured so prominently in the show that one twitter user remarked, “Apparently the theme of the Victoria’s Secret fashion show this year was cultural appropriation.”^[2]teen vogue – VS Fashion Show 2017 Slammed for Cultural Appropriation Maybe Victoria’s Secret should try learning from its mistakes.

#9: “Coolest Monkey in the Jungle”

Early this year, H&M released one of the most controversial fashion advertisements featuring a black child wearing a sweatshirt with the phrase, “Coolest Monkey in the Jungle.” Critics of the brand were quick to point out the problematic nature of the ad, which is rooted in the history of slavery when black Americans were deemed subhuman to justify their enslavement.^[3]tolerance – The Disturbing “Monkey Business” of U.S. Black-White Race Relations

Though the child’s mother told critics to “get over it,” the ad stirred quite a controversy. In fact, it attracted the attention of many top pop culture icons. The Weeknd and G-Eazy discontinued their collaboration with the brand. To take it one step further, professional basketball player Lebron James created his own version of the image. In it he declared the child “King of the World.”^[4]The Washington Post – H&M apologizes for showing black child wearing a ‘monkey in the jungle’ sweatshirt

#8: Cara Delevigne, Jimmy Choo, and #MeToo

Cara Delevigne’s recent ad with Jimmy Choo, titled “Shimmer in the Dark,” seems rather tame compared to other controversial ads in recent years. In fact, the ad seems at first to be pretty standard for fashion advertisements. The video shows the model walking down the street in a shiny red dress while men gaze on and catcall her.

The men’s behavior in the video has been deemed both inappropriate and threatening by many women. Despite this, the model smiles as she walks by. Unfortunately for Delevigne, the rise to prominence of the #MeToo movement, an international campaign against sexual harassment and the objectification of women, complicated perceptions of the advertisement making it one of the most controversial fashion advertisements. Her appearance in the ad campaigns was especially confusing. Especially in light of the fact that the pop culture icon herself came out as one of Harvey Weinstein’s accusers.^[5]Independent – JIMMY CHOO’S RECENT ADVERT FEATURING CARA DELEVINGNE LABELLED ‘SEXIST’

#7: Gigi Hadid and Vogue Italia

In 2018, Gigi Hadid appeared on the cover of Vogue Italia in one of the most controversial fashion advertisements ever and the internet took notice. In fact, it was quick to point out that her skin was so dark she was unrecognizable. Some claimed that she just looked “bronzed”.

However, many others argued that the change in skin tone amounted to “blackface”. It’s easy to see how blackface is problematic when you consider its origin. Blackface originated in the 19^th century. White performers covered their faces in burnt cork and acted out racial stereotypes to entertain their audiences.^[6]the grio – A brief history of blackface Fortunately, Hadid was quick to apologize. She also insisted that if she had more control over the ad’s execution, it would have gone differently. She placed the blame on Vogue Italia, which has had several of the most controversial fashion advertisements in recent years.^[7]twitter – Gigi Hadid

#6: The Perfect Body?

In 2014, social media had a ball with one of the most controversial fashion advertisements from Victoria’s Secret. The ad campaigns featured ten tall, thin models with the words “The Perfect Body” written across the photo.^[8]abc News – Victoria’s Secret Changes Controversial ‘Perfect Body’ Slogan It’s hard to imagine that Victoria’s Secret didn’t anticipate the backlash it received. Many internet users criticized the brand for promoting unrealistic beauty standards for women. In fact, the internet launched a Change.com petition in response.

In it, they called on Victoria’s Secret to apologize for sending damaging messages to impressionable young women.^[9]change.org – Apologise for, and amend the irresponsible marketing of your new bra range ‘Body’ Victoria’s Secret did end up changing the ad slightly. They replaced “The Perfect Body” with “A Body for Every Body”. Some praised the company for responding to the social media backlash. However, others were quick to point out that the ad still featured only thin and mostly white women.

#5: The Face of Dior’s Anti-Aging Skincare Regimen

The top pop culture icon, Cara Delevigne, again appeared in a controversial ad when she was chosen as the face of Dior’s anti-aging skincare line, “Capture Youth.”^[10]Instagram – Dior This is during a time when makeup brands such as Allure have begun to stop using the term anti-aging because aging is—in fact—inevitable. Dior’s choice to hire Delevigne as its spokesperson was controversial because the model was only 25 years old at the time.^[11]allure – Allure Magazine Will No Longer Use the Term “Anti-Aging”

The ad campaign left many twitter users confused, to say the least. Many were quick to call out the brand for continuing to promote unrealistic beauty expectations for women. One woman even tweeted that she found the use of a 25 year old model for the ad to be disappointing. Other people thought it was downright comical. In fact, one man captured the comedy in the situation best. He wrote that Dior made a “good choice” because Delevigne is “so old and wrinkled.”^[12]Fox News – 25-year-old Cara Delevingne named face of Dior’s new anti-aging line and people are not happy

#4: American Apparel Ad Banned

Most of the other ads on this list simply stirred internet controversy. However, the U.K.’s Advertising Standards Authority banned a 2014 American Apparel ad. The ad featured a schoolgirl wearing a plaid skirt and white underwear, leaning into the window of a car. Additionally, American Apparel defended one of the most controversial fashion advertisements, arguing that it was not explicit or pornographic. In an exercise of sound judgement, the ASA disagreed. The organization responded to American Apparel saying that the focus was on the girl’s groin and not the skirt. As such, the ad amounted to the sexualization of school-aged girls. Therefore, it was too inappropriate to be shown to the public.^[13]campaign us – American Apparel back to school ad banned

#3: Ashley Graham Faces Backlash over Sizing

In 2018, Ashley Graham appeared in an ad campaign for Rag & Bone’s The DIY Project. In the ad, the world-famous model and top pop culture icon, wore a white t-shirt, jeans, and pink boots. Nothing wrong with that right? Wrong. Graham, a plus-sized model, is famous for promoting body positivity. She also encourages representation of different bodies in the fashion industry.^[14]Glamour – Ashley Graham on Authenticity and Being a Body Image Activist

She serves as an inspiration to many who find it difficult to live up to impossible 21^st-century beauty standards. Yet, fans were quick to point out the irony in Graham’s appearance in the ad. One twitter user wrote, “[H]ow can @theashleygraham be the face of this campaign when you only carry up to a size 32 (12 us)? [sic] Is this what you’re talking about when you talk about body positivity and inclusive fashion[?]” That’s right. Rag and Bone carried only up to a size twelve in those styles. On the other hand, Graham herself has said that she is a size 14.^[15]allure – Here’s Why Some Ashley Graham Fans Are Upset About Her Campaign for Rag & Bone

#2: Madewell’s Natural Hair Controversy

Recently, Madewell, a part of the brand J. Crew, published a photo of a black model with her hair in a messy bun. This sparked a debate about underrepresentation of black artists in the fashion industry. Many felt that the ad reflected the fact that the stylists who prepared the shoot did not know how to style black hair. Others pointed out, however, that the model’s hair fit the brand’s aesthetic. This was because most of the other (white) models also have messy hair in their photos.

Some took the controversy even further. They argued that it was offensive to suggest that a woman’s natural hair is not beautiful.^[16]Business Insider – A major fashion brand has apologized for featuring a model with natural hair that looked ‘messy’ In response to the internet controversy, J. Crew issued an apology for the ad. They said that they “sincerely apologize[d] for the styling of this model and the offense that was caused.” The model in question took a lighthearted approach to addressing the backlash. She assured critics that she was happy with the ad and that Madewell encourages women to embrace their natural look.^[17]allure – This Black Model’s “Messy” Hair Sparked Debate on Social Media

#1: Dolce and Gabbana Glamorizing Gang Rape

In a move that would make any sane person wonder who let this NSFW ads be printed, Dolce & Gabbana released an ad campaigns that seemed to glamorize gang rape going down as one of the most controversial fashion advertisements ever made. The NSFW ads featured four half-dressed men standing over and restraining an oversexualized woman. Fortunately, Italian publications banned the NSFW ads. Additionally, it was pulled in the United States after being featured in an issue of Esquire.^[18]The Society Pages – Re-Thinking the Famous Dolce and Gabbana Gang Rape Ad It’s hard to imagine Dolce & Gabbana didn’t see that one coming. But then again, this is the brand that was subject to backlash when its owners referred to babies born through IVF as “synthetic.”^[19]Vogue – Domenico Dolce Apologizes for His Controversial Remarks

Fashion ads will continue to be the subject of controversy in years to come. Let’s hope that fashion companies learn from their mistakes. As it is important that they take steps to represent people of different cultures, races, and genders in a more positive light.