The Advertising Standards Authority in the UK has reversed its ban on a Calvin Klein advertisement starring UK musician FKA twigs, stating that they were swayed by the public’s strong opinion on the matter.
The ASA made the decision, after considering it thoroughly, that the image was not showing any sexual content. Instead, it portrayed FKA twigs as self-assured and in command, thereby avoiding objectification.
The initial statement from the ASA claimed that the advertisement portrayed her as a typical sexualized object.
The image displayed the artist wearing a denim top that covered only a fraction of her body, exposing some of her chest and a portion of her backside. The accompanying words stated “Choose Calvin’s or go bare.”
The ASA originally deemed the advertisement as “irresponsible and potentially offensive” and ultimately prohibited its use after receiving two complaints about the image. The complaints stated that it inappropriately objectified the woman in the ad.
The ruling at the time stated that the advertisement focused on nudity and FKA twigs’ physical appearance rather than the clothing itself, portraying her as a typical sexual object.
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The composition of the image directed viewers’ attention towards the model’s body instead of the advertised clothing, according to the decision. The advertisement, which initially appeared in April 2023, should not be shown again in its current form.
The Advertising Standards Authority did not prohibit two posters from the campaign with model Kendall Jenner, despite receiving complaints for the same reasons. The ASA stated that the images did not overly sexualize Jenner’s body and the level of nudity was appropriate for a lingerie advertisement.
The ad for FKA twigs was banned, and she defended it by stating on Instagram that she saw a confident and attractive woman and did not agree with the label given to her by the advertising agency.
The performer also brought up similar campaigns from the past and present, pointing out the presence of unequal treatment.
Jeremy Allen White, most famous for his role as chef Carmy in the popular TV show The Bear, also appeared in a Calvin Klein advertisement, where he models topless in boxer shorts. In one of the photos, he can be seen pulling down the waistband of his underwear to show off his abs.
The Advertising Standards Authority (ASA) reported receiving three grievances regarding Allen White’s advertising campaign. However, they have not yet launched an investigation into the television and magazine advertisements.
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According to a representative from the ASA, the decision to reassess the initial ruling was influenced by strong public opinions, including those voiced by FKA twigs, and a concern that the reasoning behind the advertisement ban was fundamentally flawed.
The decision made by the ASA Council is still standing, despite the ban on the “overtly sexual” image in the ad being labeled as “not suitable for display in an untargeted medium”. This statement confirms that the ban will remain in effect.
The statement went on to say: “We aimed to analyze our use of varying phrases and determine if we were correct in our assessment of objectification in the advertisement.”
Calvin Klein had defended the FKA twigs advert, saying: “The images were not vulgar and were of two confident and empowered women who had chosen to identify with the Calvin Klein brand, and the ads contained a progressive and enlightened message.” They argued the poses adopted by FKA twigs and Jenner were “natural and neutral”.
The company emphasized that FKA twigs and Jenner worked together with them and gave their approval for the images used. In interviews, they also mentioned feeling empowered and confident after participating. Calvin Klein also noted that male models were also featured in the campaign.
“I do not identify as the ‘stereotypical sexual object’ that they have branded me as,” stated FKA twigs. “Instead, I see myself as a resilient and stunning woman of color, whose body has triumphed over unimaginable pain.”
After looking at previous and current campaigns with similar themes, I can’t help but notice some inconsistencies. To clarify…
I take pride in my physicality and strive to create art using my body that meets the expectations set by empowering women such as Josephine Baker, Eartha Kitt, and Grace Jones. These women have shattered the expectations of what it means to be confident and embrace a distinct sensuality. I am grateful to CK and photographers Mert and Marcus for providing me with a platform to fully express myself – I will not allow anyone to alter my story.
The ASA declared that the republished decision was conclusive.
Source: theguardian.com
