Brazilian model Gisele Bündchen has caused uproar amongst politicians appalled at her new “sexist” advert promoting her Hope Lingerie campaign.
Brazilian lingerie label Hope has come under fire from Brazilian Government officials after dubbing their advert starring model Gisele Bündhcen “sexist” with its stereotypical portrayal of women as “sexual objects” to men.
The 5ft 11in model was dubbed “The Return of the Sexy Model” by Vogue in 1999 and is known for her modelling career with fashion company Victoria’s Secret, as well as being named the 16th richest woman in the entertainment industry since 2004.
Ms Bündchen appears in several adverts for the campaign, dressed in provocative clothing while trying to comfort her husband after committing “marital blunders” such as crashing the car or spending too much on their credit card.
In one advert, aired on September 20, Ms Bündchen is pictured in a short, white dress explaining to her husband that she crashed the car when the word “WRONG” appears on the screen. In the next shot, she is wearing red underwear and high heels and explaining to her husband that she crashed the car again, when the word “RIGHT” appears at the bottom of the screen.
“Use your natural charm” can be heard in a voiceover on the adverts as the campaign’s tagline.
A Government official has said that the campaign promotes “misguided stereotype[s] of a woman as a sexual object”, which is ignoring the advances women have achieved in “deconstructing sexist thinking”.
Director of Hope Lingerie, Sandra Chayo, has reacted by stating that the advert “never intended to be sexist” and that Ms Bündchen can testify that the adverts were meant to come across as “jokes about daily life”.
“It would be absurd for us, who make a living off the preferences of women, to do anything to devalue our main consumer,” added Ms Chayo.
By Bethan Hâf Marsh
[Image courtesy of gabriel_marchi ]
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