comscore Why female techies posing in underwear for Dear Kate's ad campaign has become a matter of controversy
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Why female techies posing in underwear for Dear Kate's ad campaign has become a matter of controversy

Lingerie company Dear Kate's lookbook for its new Ada collection has found itself in the middle of a controversy. The lookbook features six female techies from various start-ups modelling the brand's

dear kate

Lingerie company Dear Kate’s lookbook for its new Ada collection has found itself in the middle of a controversy. The lookbook features six female techies from various start-ups modelling the brand’s latest intimate collection while working on their laptops. Also Read - Short video app Chingari launches its first NFT marketplace, social token

In a bid to promote their new innovative patent-pending fabric that is wicking, stain releasing, and leak-resistant, the company roped in female techies to endorse the product. Skillcrush founder Adda Birnir, Style It creator Sarah Conley, Refinery29 engineer Patty Delgado and LadyBits founder Arikia Millikan are among those who star in the campaign. Also Read - Salman Khan reveals to launch his NFT collection with BollyCoin

The images in this lookbook have attracted fair share of criticism claiming the campaign to be sexist. Elissa Shevinsky, CEO of Glimpse Labs, told Time, “Posing in your underwear undermines the message that you aim to be taken seriously as a technologist.” Also Read - Free Fire latest redeem codes for today: Check the list of active codes, win exclusive free rewards

Some decide to use Twitter to react:

Dear Kate founder and CEO Julie Sygiel came out in defense of her lookbook and stressed the women in her shoot are portrayed as ‘active and ambitious’ and doesn’t think the campaign is perpetuating sexism. “I don’t think our campaign is making anyone more sexist. If they are already sexist, sure, but I don’t think that is a valid critique of what we are doing,” she told Fortune.

Many Twitter users even showed support to the lookbook and argued that the ads aren’t exploitative, but empowering and emphasize femininity in a positive way.

Further in her conversation with Fortune, Sygiel said that the models stand by her vision and are laughing the criticism off. “They are laughing at the ridiculousness of the media picking on something to hate on in terms of women’s bodies. Women are either wearing too much or too little. We should be able to do whatever we want and it doesn’t mean anything in terms of how capable we are at our jobs.”

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  • Published Date: September 2, 2014 10:49 AM IST



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