The fashion and sports company adidas launched a new swimsuit in honor of Pride Month in June, and managed to create a storm. The reason: The swimsuit is marketed in the women's department on a model with long hair, hair on his chest and an unmistakable body structure in his masculinity.
Conservatives in the United States were outraged and began calling for a boycott of the company. Women's groups also claim that Adidas excludes women from women's campaigns aimed at women, due to the fact that it is a male appearance wearing feminine clothing. The hashtag 'BoycottAdidas' was circulated on social media.
The new Adidas Women's Swimwear Range modeled by... men 👙🩱 pic.twitter.com/aVatbam0go
— Oli London (@OliLondonTV) May 17, 2023
The swimsuit was created by South African designer Rich Manisey and released in honor of Pride Month, along with another collection that also includes dresses and blouses, all of which are in the women's category of the American website. Adidas called the swimsuit "a celebration of self-expression, imagination and the unshakable belief that love unites."
It is unclear whether this is a male model or a model who identifies himself as a trans woman who has decided not to undergo full gender conformity. The company deliberately chose a model who would create intrigue in order to stimulate the conversation about fashion and gender. So how did adidas manage to fall into this trap of a message that undermines so many audiences? There is no doubt that this is a planned and predictable move.
Adidas has launched a new women's swimwear range for the brands 'Pride Collection' featuring male models wearing sports bras and women's swimsuits.
Here is a video advertising their new women's collection 👙⬇️💬 pic.twitter.com/3tKgNbwDKP
— Oli London (@OliLondonTV) May 17, 2023
How can a piece of fabric mean so much? The truth is that the clothes we wear help us mark ourselves in front of society, give those around us an idea of us. Do we have the power? Absolutely yes, anyone can wear whatever they want and mark themselves however they see fit and play with it.
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