Sex sells, but University Outfitters Jack Wills have come under fire for publishing over-sexualised images in their catalogue.
Sex might sell, but clothing brand Jack Wills have come under fire for publishing over-sexualised images in its catalogue, which is aimed at teens. Advertising watchdogs have demanded that the brand withdraw picture of near-naked women from a recent catalogue. The images in question show a young topless couple kissing while being sprayed with water, as well as a group skinny dipping at the beach.
Subtitled ‘Outfitters to the Gentry’ the fashion label has gone from strength to strength in recent years, after tapping into a niche market catering for university students, although its now just as popular with teens.
Describing their approach as 'hedonistic' the brand has refuted claims that their imagery is too provocative, instead arguing that as a label for over-18s, it is only seeking to depict ‘the positive, fun and sometimes flirtatious’ nature of university life. Indeed, the catalogues are only sent to customers who sign up online or in stores after confirming their age.
The Advertising Standards Authority ruled that these images however go further than ‘flirtatious' and actually do present a sufficient risk to younger teens.
'Because we understood that younger teenagers could have both direct and indirect access to the catalogue and because we considered (one of the images) in particular to be overtly sexual in nature, we concluded that the catalogue was sufficiently provocative as to present a risk to younger teenagers,’ they advised.
It’s not the first time that a fashion company has hit the headlines for seemingly sexualising children.
In 2006, Tesco found themselves in the hot seat over their Peekaboo Pole Dancing kit, marketed at children. Fellow supermarket giant Asda also came under fire for selling push up bras for nine-year-olds.
What do you think? Should Jack Wills have been censored for their catalogue’s sexy pics? Let us know what you think in the comment box below…