A little controversy is sometimes needed when you’re selling a product and you want it to get noticed fast. Innerwear brands seem to know this very well, which is why they keep producing advertisements that push the boundaries. Does it work? Some brands claim that these controversial ads have helped increase sales, such as Dolce & Gabbana, which reported a revenue increase of 21% in the same year that they were slammed for their infamous “Fantasy Rape” campaign. But on the other side of the coin are the obvious consequences: if deemed too racy, these ads can backfire and bring bad publicity to the brands (although some will argue that bad publicity is still publicity). As is the case with some, they can be forced to pull these ads and issue an apology.
Anyway, effective or not, let’s look at some of the most controversial lingerie ads to have ever been propelled into public consciousness:
Elle MacPherson Intimates
When Elle MacPherson launched her intimates label in 2004, she came up with a series of key-hole images that showed a woman in various risque poses, seen from the point of view of someone peeking through a keyhole–this is one of those images. The ads was were heavily criticized for their voyeuristic nature, but some publications still carried them, which no doubt helped the brand reach global recognition. (more…)
