The founder of Australian boutique lingerie chain, Honey Birdette, has hit back after one of their new campaign images was banned from stores this week.
One of the ads from Honey Birdette’s ‘Issy’ campaign was deemed ‘highly sexual’ and banned from stores after a flood of complaints.
The image, which showed two women in lacy black lingerie, was reviewed by the Australian Ad Standards Bureau.
It was one of seven ads displayed on digital billboards in stores around the country and was therefore visible to children in shopping centres.
As a result it was found to be in breach of Section 2.4 of the Code which states that ‘Advertising or Marketing Communications shall treat sex, sexuality and nudity with sensitivity to the relevant audience’.
The founder of Australian boutique lingerie chain, Honey Birdette, has hit back after one of their new campaign images (pictured) was banned from stores this week
One of the ads (not pictured) from Honey Birdette’s ‘Issy’ campaign was deemed ‘highly sexual’ and banned from stores after a flood of complaints
The Ad Bureau said that the ‘cut of the bras the women are wearing means that their nipples are visible through the lace’.
‘Depiction of nipples in an image in a store window is not appropriate and does not treat the issue of sex, sexuality and nudity with sensitivity to the relevant broad audience which would include children,’ they wrote of the image.
‘Overall the Board considered that the image entitled “Issy” did not treat the issue of sex, sexuality and nudity with sensitivity to the relevant audience.’
As a result, the signage was changed on Monday.
‘What’s so threatening about a female nipple as opposed to a male nipple?’ Ms Monaghan told FEMAIL
Speaking to Daily Mail Australia Honey Birdette creator Eloise Monaghan said the image in question was ‘beautiful’ and they plan to simply ‘keep on doing what we’re doing’.
We are here to empower women and we are going to continue to advertise lingerie.
Eloise Monaghan
‘What’s so threatening about a female nipple as opposed to a male nipple?’ Ms Monaghan told FEMAIL.
‘This whole thing is a step backwards for society – this collection is our best-selling collection and the fastest selling collection ever and we sold 2,500 units within the first three hours.
‘People have nipples, wow. It’s not like there are tassles on them, they are covered and we faded them as much as possible but unfortunately we are a target.’
‘People have nipples, wow. It’s not like there are tassles on them, they are covered and we faded them as much as possible but unfortunately we are a target,’ she said
‘Yes, some parents did complain in addition to specific groups but I hardly imagine a four-year-old is walking past saying “look Mum there’s a nipple, I’m offended,’ Eloise (pictured) said
Ms Monaghan hit back at any suggestion that the ads ‘objectify’ women.
‘We are here to empower women and we are going to continue to advertise lingerie and empower women moving forward,’ she said.
‘Yes, some parents did complain in addition to specific groups but I hardly imagine a four-year-old is walking past saying “look Mum there’s a nipple, I’m offended”.
‘I’ve even had leasing agents say they weren’t comfortable with our store because it was too focused on female sexuality – that got me fired up and now we are going to start looking to launch in California as well.
‘We need to wake up, it’s frightening how conservative society is becoming. I will continue to fight for me and my team.’
‘We need to wake up, it’s frightening how conservative society is becoming. I will continue to fight for me and my team,’ she said
One complainant said the ad in question was not appropriate in shopping centres frequented by minors because ‘it is pornography’.
‘I complained to centre management and they said there was nothing they could do (not even get signs removed),’ they wrote.
‘This is not the first time I have seen posters like this on display in this shop. In fact last year my complaint for exactly the same reason was upheld. Why are they allowed to continue to expose minors to their inappropriate marketing? We should not be repeatedly subjected to this marketing ploy.’
Another wrote: ‘The images were highly sexual in nature and nipples were also visible on some images. This is displayed in a public mall and was visible to my children. The store attendant also said that it was an adult only shop and under 18s are not allowed in, but are allowed to view their images from the front of the store.’
One complainant said the ad in question was not appropriate in shopping centres frequented by minors because ‘it is pornography’
In 2015, they were found to have breached the advertising code of ethics in a Christmas advertisement after complaints were made about the suggestive sexual violence in it
In a response to the complaint on the Ad Standards Bureau, Honey Birdette said they are ‘sensitive to the views’ of customers and ‘greatly appreciate’ the feedback.
‘Our stores are all about making women feel safe and sophisticated and are not overtly sexualised,’ they wrote.
‘I believe in increasing women’s power in society. We are a chain store for women by women. 95% of our 140,000 plus customers are women. Please be assured that we put a lot of time and effort into ensuring that it is not offensive whilst also representative of our brand.
‘We focus test it with a wide range of people to ensure it is sophisticated. I hope this helps you understand that to market and advertise lingerie, a certain level of skin needs to be exposed, however we do this in a way that empowers women rather than demean them.’
The ad watchdog ruled that one of the two adverts ‘featuring a bound and gagged Santa’ suggested a sexual scene that was inappropriate to a broader audience
This isn’t the first time Ms Monaghan has had to deal with complaints however, with the chain often the centre of angered social media posts and complaint.
In 2015, they were found to have breached the advertising code of ethics in a Christmas advertisement after complaints were made about the suggestive sexual violence in it.
The ad watchdog ruled that one of the two adverts ‘featuring a bound and gagged Santa’ suggested a sexual scene that was inappropriate to a broader audience.
Honey Birdette responded to the advertising watchdog’s decision by agreeing to remove some of their signage.