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Modern fashion has taught us that the line between the empowerment and the objectification of women is a difficult one for brands to tread. With PrettyLittleThing coming under fire from the Advertising Standards Authority for their overly sexualised advertising, consumers are more conscious than ever of companies who use sex appeal to sell to young women. So how lucrative is it to market women's clothing using sex in a post- MeToo era? Take the online retailer TechStyle Fashion Group, for example.
It’s all right, marshall is telling us. you don’t have to worry about anything as seedy as a rich man paying a poor girl for sex
The singer's clothing business has made waves in the fashion world by calling for inclusivity, diversity and taking fashion into the streaming age by striking a deal with Amazon Prime. And the key to its success has been the way it puts female desire at the forefront, says Olga Mitterfellner, fashion marketing and management lecturer at The London College of Fashion.
It's about making women look good in their own eyes, not the eyes of someone else. But it is great to remind the next generation that they have choices, power and control over who they are and want to be.
There has been a movement in fashion toward female empowerment and inclusivity, enabled by social media, she believes. But that doesn't mean the customer actually will be empowered, fulfilled and feel included.
The look of love. PS: only 8 days till Valentine's Day! She gives two examples to explain how the different approaches work. Victoria's Secret's owner, L Brands, has seen its share price slump as its famously sexualised advertising looked increasingly dated in the modern era.
They rebounded sharply in January on the news that its boss Mr Leslie Wexner was in talks to step down - raising hopes of a fresh approach. While the American brand once favoured among young women has notoriously refused to adapt to a new era of female customers, brands like Savage x Fenty, PrettyLittleThing and Missguided have been much more successful.
The key to their success has been simple: listening to customers, says year-old Nottingham Trent University fashion graduate Lucy Legret. And that doesn't mean shunning sexualised advertising altogether though many, not just from older generations, might be happy to see less of it.
Not every woman feels their most sexy in heels and a tight dress, it's outdated," she says.
This sentiment is echoed by Emily, a year-old who works for a fashion magazine. She says that brands can still sell provocative clothing to women - if they do it in the right way. Emily cites OhPolly as a brand which tre the line carefully between empowering women to feel sexy in themselves, and promoting a specific ideal version of women which they can't ever meet.
But OhPolly also shows how hard it can be to get it right. It used to have a separate Instagram for its pictures of plus-size models - a policy it ditched after a serious consumer backlash. It doesn't have to appear as though it is objectifying women as long as it is marketed in the right way. Image source, Savage X Fenty.
The future of sex
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Image source, Lucy Legret. Related Topics.