The "Urbanica" fashion chain launched a new campaign yesterday (Sunday), and managed to provoke anger among many surfers.
In the campaign, Ben El Tavori is seen in short jeans, and Static informs him that it is women's jeans.
The truth is that it looks like an old-fashioned sketch from some chauvinistic series that aired somewhere in the last century, and we had a hard time believing it was an up-to-date campaign.
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A post shared by Static / Static (@static)
The fashion world has progressed along with the advancement of the entire gender field in and out of academia.
The discourse on social networks has become much more enabling, and even boys and girls learn in kindergarten that there is no such thing as only boys 'or girls' games and there is no such thing as white and white colors, everyone can play any game and love all the colors.
There are many fashion brands in the world that all have their items without gender, and they suit everyone and everyone.
One of them is ijji, which is characterized by a minimalist line and an unattached silhouette.
Color and type of clothing are the main factors used to separate the clothes into categories.
When the studio and production site are in California.
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A post shared by Ijji (@ijjico)
On the other hand, the Israeli fashion world is left behind in the whole issue of gender equality and non-binary fashion, and we have not yet seen commercial brands in our districts launching collections that suit all genders.
In the new advertisement for "Urbanika", we get the exact opposite - an overwhelming and unequivocal definition of a fashion item and to whom it is associated.
Beyond the association of jeans with the female gender, there is contempt here for those who choose to wear this item and are not a woman.
In the commercial we first see a close up on the jeans in the back, and when Ben El turns around, Yashar Static informs him that he was wrong.
In response, Ben El loses balance from the shock and falls into the water.
The surfers did not remain indifferent.
One surfer wrote: "Gender advertisement! It's irrelevant and unnecessary."
Another surfer wrote "I was already hoping the punch line would be 'Urbanica, we're all unisex. Now an operation on shorts', but it did not happen."
Another surfer added that "this is gender shaming, what is 1991?"
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A post shared by Ijji (@ijjico)
While the network continues to rumble, and many surfers continue to write angry comments, we wish Urbanica to learn from the case, and understand that the year is 2022. There is an aspiration for gender equality, and every customer can wear whatever he wants, regardless of his gender.
Urbanika said: "As a fashion company, the new campaign starring the presenters Static and Ben El continues the humorous line and wink. The Urbanika chain appeals to everyone with no difference of boys or girls and wishes everyone a fashionable and happy summer."
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