One of the things Suit Supply is no stranger to is their controversial ad campaigns. Hot on the heels of an incredible showing of their F/W 2018 campaign comes the release of their new S/S 2018 ads. The ads have already caused quite the stir.
On Tuesday, the global men’s tailoring brand released their S|S18 campaign putting the spotlight on gay love, illuminating the attraction between two men. While pride and love are celebrated in many parts of the world, it is generally left out of mainstream advertising. On display throughout nearly 100 stores, across 22 countries, the Suitsupply SS18 campaign will have gay relationships front and center, lauded as the “everyday” gentleman.
FROM DISCUSSIONS WITH FOKKE DE JONG, FOUNDER & CEO:
Q: Why a gay men’s campaign now?
A: The attraction between people is an important part of fashion advertising. A campaign featuring the attraction between men was long overdue and particularly relevant for our brand.
Q: Where will you be running this campaign?
A: We will be running this campaign on-line, throughout our social channels, within our stores and on outdoor billboards.
Q: Do you believe that this campaign carries the risk of negatively impacting business in countries where LGBTQ communities are not accepted?
A: Yes, we do believe there is potential for negative impact, especially in countries where we have a significant presence, that are known for contrasting viewpoints.
In 2015 and 2016, the company drew fire with its ads featuring scantically clad women with fully dressed men. The 2016 campaign went as far as having the men in what was perceived as provocative positions over the women’s bodies. For the launch of their new Suistudio line for women, men were the ones being objectified. This time the company featured fully dressed women with nude male models.
Brands such as Calvin Klein and Abercrombie and Fitch have also been attacked for their sexually charged ads. The interesting thing about Suit Supply’s new gay themed ads is that Suit Supply is treating the campaign as more of an every day occurrence vs an overt sexualization. What are your thoughts?