Literature review
In November, fashion brand Balenciaga came under fire for its holiday ad campaign that featured children holding teddy bears in bondage harnesses and costumes. The campaign, released on social media, quickly sparked outrage among many who felt it was inappropriate and offensive. ...
In November, fashion brand Balenciaga came under fire for its holiday ad campaign that
featured children holding teddy bears in bondage harnesses and costumes. The campaign,
released on social media, quickly sparked outrage among many who felt it was inappropriate and
offensive. Many criticized the campaign for using children in sexually suggestive poses, arguing
that it was exploitative and perpetuated harmful stereotypes (Pistilli,2018). The bondage
harnesses and costumes the children wore were also seen as problematic, with some arguing that
they trivialized the serious issue of BDSM.
Some in the fashion industry defended the campaign, stating that it was meant to be a
commentary on the commercialization of Christmas and that the images were not meant to be
taken literally. However, many felt that the campaign could have conveyed this message
effectively and was ultimately in better taste (Piccolo,2022). The backlash against the campaign
led to Balenciaga issuing an apology and removing the images from their social media accounts.
The incident highlights the importance of considering the potential consequences of advertising
campaigns and the need for sensitivity when using controversial imagery.
Overall, the scandal of Balenciaga's holiday ad campaign sparked widespread
condemnation among the public and in the media for its use of children in sexually suggestive
poses and for trivializing the severe issue of BDSM in the name of commentary on
commercialization.
Crisis faced in Balenciaga's scandal
In November, Balenciaga faced a crisis when it was criticized for its holiday ad campaign
featuring children holding teddy bears in bondage harnesses and costumes. The campaign was
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