On the ready-to-wear brand's e-shop, hidden between two items, models sport swollen faces, cockades and bruises along their necks.
By clicking on the hijacked product sheet, a message is displayed: "In town, this woman is hiding the violence of which she is the victim", followed by 39 19, the national hotline reserved for victims and witnesses.
With this awareness campaign, concealed between two shopping sessions, Camaieu continues its commitment to the fight against violence against women.
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Carried out in collaboration with the Solfa association, which supports women in precarious situations or victims of violence, as well as with the Buzzman agency, the project took place in two stages.
First in stores, where posters inscribing the number 39 19 are posted in the fitting rooms as well as on the receipts.
Then, with t-shirts bearing the same message, worn by members of the sales staff, and marketed in stores.
Profits going to the Solfa association.
A first initiative that did not make much noise, unlike the second.
In video, Camille Lellouche recounts the domestic violence of which she was the victim
"In very bad taste"
Because on the internet, this awareness campaign first caused embarrassment, then indignation. “To glamorize violence against women by including it with your new collection is in very bad taste,” a user tweeted. And a second to outbid: “What is the objective of such an advertising campaign? She speaks to the victims to tell them what? Stop suffering? In the meantime, the perpetrators of violence are never named. Congratulations, another magnificent badbuzz on the backs of women. Another pointed to “image marketing”.
And the associations have also expressed their anger.
This is the case of the Lionesses, whose mission is to “protect, defend and promote women in business”.
"You maintain the cliché of the battered woman", can we read in one of the comments.
And to continue: “Many women do not complain when they are pushed to the ground, held for hours by their wrists, locked in the toilet, or hit in places that are not visible.
The majority of cases of violence against women.
The campaign is visible on the brand's website, digital media and social networks until January 31.
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