- Jewellery brand Pandora unveiled a new Christmas advert in Milan last week
- The campaign asks if women would prefer an iron, an apron or a bracelet
- Came under fire from social media users who branded the campaign ‘sexist’
- It has since been removed and Pandora apologised for any offense caused
Jewellery brand Pandora has removed a controversial advert which asks whether women would rather be given an apron or a bracelet for Christmas.
The Danish company was accused of sexism after the campaign was unveiled on billboards at Milan’s metro stations over the weekend.
Targeting shoppers buying for the woman in their lives, the advert asks: ‘An iron, pyjamas, an apron, a Pandora bracelet. What do you think would make her happy?’
Targeting shoppers buying for the woman in their lives, the advert asks: ‘An iron, pyjamas, an apron, a Pandora bracelet. What do you think would make her happy?’
Danish jewellery giant Pandora is best known for its charm bracelets and stacking rings
It was branded ‘sexist’ and outdated after a picture of the advert on social media, The Local it reported. Pandora has since removed the advert and apologised.
Pandora is best known for its charm bracelets and stacking rings and celebrities such as Millie Mackintosh and Abbey Clancy are frequently spotted wearing the designs.
It sparked a social media backlash after an Italian burlesque group Lefanfarlo shared a picture of the controversial advert on their Facebook page. The image was shared with the caption: ‘We could not believe it, but unfortunately it’s all true.’
Furious Facebook users were quick to express their outrage, with one writing: ‘What a sexist and stereotypical advert’.
Another posted: ‘Welcome to the middle ages.’
In a statement, Martin Kjaersgaard Nielson, the company’s head of Head of Global Media Relations said: ‘We have received some inquiries from the Italian market in regards to a specific advertisement posted in a subway station in Milan.
‘It would appear that the advertisement in question could be misinterpreted as offensive which is completely unintentional. It is an unfortunate situation