Amsterdam · Trends

Suitsupply’s sexist splendor: is it really that offensive?

Either you’ve been living under a rock, or you’ve seen SuitSupply’s provocative new advertisements around Amsterdam. The campaign has caused an intense reaction from the public, because of the practically naked women that take porn poses in the frames. The media exploded, accusing the brand of being sexist and offensive towards women. But is it really?

suit-supply-toyboys2cover

Let’s take a look at the facts:

  • SuitSupply sells suits and related apparel and accessories for men only
  • The pictures show big women, and tiny men
  • The ladies are very scarcely dressed, and the men are fully dressed


The photos are suggestive to say the least, with a women’s boobs depicted as loaded guns with men as their bullets, a man sketched as a lollipop being licked by a lady, or a model’s chest being used as a couch.

suits3One side of the story is that women are being portrayed as the mere combination of boobs and butts, and as props rather than whereby the ladies themselves become irrelevant. Common reactions deem the campaign extremely degrading. However, are the men characterized any more positively? They look like boys, whereas the women look like glorious goddesses (naked ones, but nonetheless magnificent). The series is called Toy Boys, doesn’t that imply that the men are in fact the dolls, and the women the rulers of the world.

suitsupply2And isn’t this is just what happens when you have a brand that sells only to men? We can all deny it, but men like naked women. Even those who have girlfriends/fiancees/wives, as much as us women would like to believe otherwise.

suitsupply
So, is the brand really sexist? Kind of, but only in a way that puts women on a pedestal. The way I see it, their marketing has been blown way out of proportion. Sure, the pictures are provocative, but the campaign fits SuitSupply’s pattern. Really, it’s a part of the brand’s core identity. It sets them apart from the rest, and personally, I like them more after seeing the bright images.

Written by: Susanne ten Brink

Pictures: Suitsupply, from suitsupply.com

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