A women’s suiting company’s recent advertising campaign that reversed gender tropes, using nude male models as props for sharply-dressed female models, has stirred the pot of sexism in advertising and generated quite a lather.
Born in the Netherlands and opening its first US store in New York City this month, Suistudio operates on the principle of “not dressing men,” so much so that they made it their slogan. And now they’ve harnessed the power of the man butt to help generate some buzz for their latest campaign. Oh, it’s buzzing alright.
The campaign points in no subtle manner to the double standards that exist in marketing — the objectification of women in media and advertising is a tune we know well.
“There is nothing wrong with sex, the naked human body, and the inclusion of that in a campaign,” vice president of Suistudio USA, Kristina Barricelli, told Upworthy. “The problem is that in recent history, we haven’t seen a naked man objectified in the background. How strange! Why not?”
So, Suistudio went for it. Let there be naked men! Many naked men! All the naked men!
As you might expect, the internet freaked out over it, with many loud opinions being voiced both for and against. There were those who thought it was perfectly ironic and poignant and topical:
Why do I love it? Because it is an amazing social commentary piece. It is #perspective. And the clothing is slick clean lines and fine cut.
— michelle bizjaksmith (@m_bizjak_smith) October 16, 2017
Wow the men really hate this. BAWAHAHAHAHAHAHA. i LOVE it.
— michelle bizjaksmith (@m_bizjak_smith) October 15, 2017
And those who thought this fell into the “two wrongs don’t make a right” category:
— S. J. Bass (@SamuelJBass) October 15, 2017
— Norah ✌️ (@NorahWynette) October 18, 2017
Regardless of where you stand on the morality of it all, there’s no doubt the campaign generated some attention. The world is talking about Suistudio. Sex still sells — who would’ve thought?