Just when I thought the advertising world-at-large was wising up to the fact that women have goals in life over and above impressing men, and were marketing things to us so we actually wanted them (rather than thinking a dude would like us more because we owned them), Alexander Wang just had to go and do this.
The latest advertising campaign for Alexander Wang denim, photographed by Steven Klein, is a close-up image of an oiled model with her jeans pulled down, masturbating. Firstly it's a really bizarre crop and doesn't look sexy (to me at least, but surely to everybody else, too) and secondly it just makes absolutely no fucking sense on any level whatsoever. Firstly, any kind of sexiness associated with denim is due to a woman looking sexy in the jeans – instead of having sex while half-wearing them – secondly, this is so male-gaze-y and totally unappealing to women that we'd never want to actually buy the product from seeing it and, finally, it's boring: not only is this not gonna work, all of the denim brands have tried it before.
Alexander Wang explained that the image is "not provocative just in terms of sexy, but provocative to provoke conversation", and I guess he's kind of winning by sparking my conversational muscle but to hell with it: this is such an incredibly irrelevant advertising campaign, and needs to be called out as such. Next time, please try to "provoke" positive conversation, rather than controversial conversation to promote your product because your advertising campaign isn't strong enough to sell it by itself. Ugh.
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