The luxury clothing brand has pulled down the controversial advertisement featuring kids but has dubiously blamed 'parties' for using 'unapproved items' for the shoot
One of the top streetwear brands Balenciaga found itself in a soup when it received backlash against its recent ad campaign. The photoshoot for the campaign featured toddlers holding teddy bears dressed in risque bondage-style clothing. With the backlash not seeing any signs of abating, Balenciaga issued an apology and immediately pulled down the campaign from all the platforms.
Here are fast facts about the campaign that you need to know.
1. The ad was a part of Balenciaga’s ‘Toy Stories’
The ad was part of Balenciaga’s holiday campaign ‘Toy Stories’ for its signature teddy bear bags, which are a part of its spring-summer 2023 collection. The photoshoot was done by National Geographic photographer Gabriele Galimberti. Two toddlers have been featured in the ad dressed in Balenciaga gear holding the teddy bags.
2. Outrage over bondage-themed ad
The Toy Stories campaign was severely criticised on Twitter and netizens called out the brand for seemingly “sexualising” children. Critics argue that the usage of teddy bears and kids in the ad belies the perverted intent behind it.
I thought people were trolling, but nope. It’s real. Maybe this is why Balenciaga left Twitter. They don’t want to be held accountable. Yes, these are children holding teddy bears dressed in bondage outfits. pic.twitter.com/zBlACUiZjo
To lend some credence to the accusations, the teddy bears were dressed up in harnesses, fishnets and spiked leather collars that are associated with the bondage lifestyle.
An eagle-eyed netizen also pointed out that one of the teddies carried by the child model has a lock around its neck. In another one of Balenciaga’s ad, an adult model covertly holds a key in his hand.
pic.twitter.com/ahY11yYTnv
3. The supreme court document(s)
To make matters worse, another one of Balenciaga’s ads also features a supreme court document pertaining to a 2008 child pornography case titled United States vs Williams.
Way more going on here pic.twitter.com/pmi4xr2ORs
It deals with the ruling that criminalised child pornography, reaffirmed the constitutionality of PROTECT Act and raised penalties for sexual abuse and exploitation of children.
Others argued that the document is different but offered cold comfort to the brand. Some netizens pointed out that the document refers to the Ashcroft v Free Speech Coalition. In the 2002 case, the court took a portion of the 1996 Child Pornography Prevention Act, which deemed virtual child pornography as protected speech.
The jury is out on whether the random placement of such a document is deliberate or coincidental.
4. The photographer absolves himself from the mess
The Nat Geo photographer Gabriele Galimberti who was entrusted with the shoot insisted that he did not give creative direction to the campaign. Through an Instagram post, he categorically stated that he was requested to take pictures in his “signature style.”
Galimberti also added that the photographs with the supreme court documents were not a part of his shoot. “That one was taken in another set by other people and was falsely associated with my photos,” he wrote.
A post shared by Gabriele Galimberti (@gabrielegalimbertiphoto)
5. Balenciaga issues apology, removes campaign photos
After the tremendous backlash that followed, the fashion brand issued an apology and removed the campaign pictures from all the platforms.
Balenciaga is now apologizing for their child porn marketing campaign. The apology should not be accepted. pic.twitter.com/NMm9Y7DLwX
Through a social media post, Balenciaga also vowed to take legal action against the parties responsible for creating the set and including “unapproved” items for its spring-summer 2023 campaign. The said items could be the supreme court documents with the child abuse rulings since the other contentious objects used in the shoot are Balenciaga’s own products.
Read more news about (marketing news, latest marketing news,internet marketing, marketing India, digital marketing India, media marketing India, advertising news)
A marketer needs a mix of data, content engagement and tech innovation: Ankit Prasad
15 hours ago
Puma’s quirky campaign creates big buzz around its Black Friday Sale
19 hours ago
Pitch BrandTalk & Top 50 Brands 2022: The success stories of India’s top brands
21 hours ago
Swiggy Instamart’s campaign spotlights grocery needs in a regular south Indian household
1 hour ago
vivo shows how to ‘care with joy’
1 hour ago
Tourism Australia says ‘come and say G’day’
1 hour ago
Recap: The Week That Was
2 hours ago
India should adopt News Media Bargaining Code: Ex-chairperson, ACCC
15 hours ago
SEE MORE
Twitter to now sport gold & grey ticks, besides blue
1 hour ago
Akshay Kumar says don’t be ‘Dawai ki Dukaan’, have Dabur Chyawanprash
1 hour ago
Tanishq asks soon-to-wed couples to talk about life after marriage
1 hour ago
Rohit Sharma and Ritika Sajdeh savour everyday joys in Max Life Insurance Company ad
1 hour ago
Apollo Tyres shows us how to have 'a wonderful day'
2 hours ago
SEE MORE
TV attracts nearly 100 mn new premium audiences equaling India’s paid OTT subscribers
3 days ago
Hindi news channel Zee Hindustan to be shut down: Report
1 day ago
Media veterans Moses Chinappa and Amar Dixit launch media companies
2 days ago
NTO 2.0 amendment: Beginning of a new friendship between TRAI & broadcasters?
3 days ago
Bob Iger initiates Disney restructuring shortly after taking over as CEO
4 days ago
SEE MORE
marketing A marketer needs a mix of data, content engagement and tech innovation: Ankit Prasad
15 hours ago
marketing Puma’s quirky campaign creates big buzz around its Black Friday Sale
19 hours ago
marketing Pitch BrandTalk & Top 50 Brands 2022: The success stories of India’s top brands
21 hours ago
marketing Big Bang Media Ventures merges with New Horizons Alliance
23 hours ago
marketing Adscholars enters strategic partnership with Bidstack in India
1 day ago
exchange4media was set up in year 2000 with the aim of publishing niche, relevant and quality publications for the marketing, advertising and media professionals.
ADSERT WEB SOLUTIONS PVT. LTD. 3'rd Floor, D-40, Sector-2, Noida (Uttar Pradesh), Pincode – 201301
(0120) 4007700
Connect With Us !
25000+ Industry Leaders already read it everyday
By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.