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Truworths has enraged social media with its 2016 Mother's Day campaign as consumers are baffled, angry and downright disappointed in the brand's lack of judgement.
Facebook user Lauren Kreuger posted a picture of the in-store imaging that features a very young-looking, very slim model posing in lingerie.
She posted:
"Truworths ... How can this be your Mother's Day campaign!?! Firstly she's about 17. Secondly, why is she being sexualised? What does a teenager in her bra possibly have to do with Mother's Day? Heaven forbid we mothers actually looked older than 20. Heaven forbid we have a less than perfect stomach. When I'm looking after my toddlers I basically just swan around in my fancy undies too."
Read more Facebook user comments here:
On Twitter:
Truworths responded to Women24 with the following statement:
We have received some comments on social media regarding the Mother’s Day visuals. Being a leading fashion retailer in South Africa, Truworths aims to put forward a fashionable and aspirational campaign for all events. In this case, the model, (actually she is in her mid-twenties) was selected for her glamorous appearance – rather than as a representation of all customers who are mothers. We have received both compliments and criticism for the campaign, and feel that all customers have a right to their own opinion on our campaigns. It is a reality that our sales of many of our lingerie and sleepwear items are given as gifts on Mother’s Day. Our intention is never to offend anyone, but rather to present fashionable and aspirational product which is then supported by appropriate marketing to our customers. We are firmly of the view that mothers should feel youthful and attractive if they wish to do so and our role is to provide them with the fashion, cosmetics and fragrances to support their intention to do so. We will of course take into account the social media comments when we next run a similar campaign.
Here are some of the campaign shots:
Images: Truworths
