Business Insider recently wrote an article regarding Calvin Klein’s newest ad as part of their “I ____ in my Calvins” campaign. This campaign had intentions of getting into everyday people’s lives and beinginclusive of mostly a nonchalant lifestyle as the brand is known for. However, when the sultry up-skirt shot was released on Instagram, it drew major attention for being sexist and provocative. I’ve chosen to crop the ad due to its provocativeness, but you can view it here:https://www.instagram.com/p/BFNCgKdRC4K/

While the ad is obviously provocative to an extreme extent, how sexist is it? While women make up the majority of the modeling industry in addition to Calvin Klein being known for their breathtaking undies, is the ad all that bad? While this topic is extremely subjective and opinionated, most argue that yes, it is that bad. Simply for it being an up-skirt shot.

How is an up-skirt shot sexist? It’s promoting up-skirt shots as high fashion–the underlying psychology that criminals (and perverts) typically cling to in arguing; “Oh, you know you liked it!” when a major box brand features a girl off-guard in an up-skirt shot, we see the potential for a rise in sex crimes, such as taking off-guard up-skirt photos. This can also promote the reiteration of misogynist ideas, like that women’s bodies are nothing more than sex objects. While this ad is one of many of its sort that promotes this kind of sexism and misogyny, we are starting to see consumers realize that ads and brand ideology of this kind isn’t OK, as conveyed by the Instagram comments in response to the ad.

http://www.wbtv.com/story/29466903/creepy-criminal

(Photo)

https://www.instagram.com/p/BFNCgKdRC4K/

(Photo/ orignal ad)

http://www.businessinsider.com/calvin-kleins-upskirt-shot-ad-draws-outrage-2016-5

(Reference made in beginning)

FLVS, Economics Honors online

(References to apparel being a consumer driven market and consumer based markets in western culture)