Boycott Bras N Things promotion of Playboy branding and the objectification of women
With the death of Hugh Hefner last week many people, including women across the globe have been paying tribute to a man who “revolutionised publishing and helped usher in the sexual revolution with a vision of beauty, sophistication and the libertine lifestyle.” Leading Australian fashion lingerie retailer Bras N Things also jumped on the bandwagon describing Hefner as a man “that inspired us all”. The reality is, however, Hefner’s Playboy label has led to the exploitation of women and a glamorising of porn culture throughout the world.
It’s time that Bras N Things take responsibility of their public branding and role in promoting a suitable culture for women in Australia. Please join this petition now asking Bras N Things to end their promotion of Playboy branding, the objectification of women and the over-sexualisation of girls simply to promote and sell their products.
Suggesting that Hefner has led the way for the sexual liberation of women across the globe is dishonest. The Playboy brand is much more than clothing and magazines, it has a variety of XXX TV channels and websites that broadcast hardcore pornography. Playboy isn’t sexually emancipating for women, in fact, it has played a key role in the now evident link between pornography and the exploitation of women.
According to the National Online Research Center on Violence against Women, “it is not controversial to argue that pornography can: (1) be an important factor in shaping a male-dominant view of sexuality; (2) be used to initiate victims and break down their resistance to unwanted sexual activity; (3) contribute to a user's difficulty in separating sexual fantasy and reality; and (4) provide a training manual for abusers. Further, in a recent report published by Porn Harms Kids, Australian research reveals that as a direct result of consuming both online and offline pornography, educators are observing an increasing trend where children are displaying sexualised behaviours, involved in sexual harassment, acting out sexually, and attempting to verbally coerce other children to engage in sexual behaviours.
The Playboy brand also represents an ‘anything goes’ attitude towards relationships. Hefner showcased infidelity and promiscuity as the standard. He embraced the conquest and sexualisation of women where ‘the racy the better’ was the objective. These cultivated attitudes cannot be separated from the iconic ‘bunny ears’ branding taken up by so many Australian companies including Bras N Things. This imaging, however, falls far from the promotion of healthy and loving relationships. It fails to define women as anything but objects created for sexual pleasure. The imaging also contributes to promoting age inappropriate over-sexualisation of young girls and teenagers. More responsibility should be taken by influential companies such as Bras N Things to protect vulnerable and impressionable young women rather than promote branding that does the opposite.
Hefner’s influence on increasing the availability of abortion in America also highlights his views of women merely as playthings without considering the consequences of his actions. He sponsored the Roe v. Wade case through the lower courts in the US, which was the case that opened up the door to legalising abortion throughout the country. Clearly, the availability of a woman being able to get an abortion very easily, no questions asked, was also key in his quest for sexual revolution.
This is not the first time that Bras N Things has let down women and demonstrated poor role modelling for young girls. In 2016, Bras N Things has was forced to discontinue a Playboy video advertisement due to its overtly explicit content after a campaign was taken to the Australian Advertising Standards Board.
Bras N Things ongoing promotion of Playboy raises significant concerns specifically due to their corporate influence in role modelling for Australian women. We believe that there is a much better way than the Playboy approach. There are many other ways to be creative in marketing and promotions that can show how women can be strong, independent and proud of their bodies, without defining them simply in a sexual manner.
Please sign this petition now and your signature will be sent with hundreds of others to the CEO of Bras N Things, Mr George Wahby asking him for an immediate change in their corporate marketing approach. It is clear that you don’t need to exploit or degrade women to sell underwear. Let us together send Bras N Things a strong message saying that we will not be supporting the company until clear changes in the direction of marketing and promotions are made.
Sign this petition now!
End Playboy imaging and the objectification of women at Bras N Things