A few days ago, an interesting ad campaign crossed my Google Reader. It is the new A|X Spring/Summer 2010 campaign called “Share the Love” and features two homosexual couples and one heterosexual couple embracing. At first glance I thought: “hm, how forward-thinking of them (and just in time for Valentine’s Day! Yay for love).”

Photographed by Matthew Scrivens, the campaign features Marlon Teixeira, Clint Mauro, Tamiris Souza Freitas, Irina Shayk and Tomas Skoloudik in Myrtle Beach, SC
For those of you who know me, you know that I am all kinds of obsessed with the writings of New York Magazine, so when they unearthed a hate group’s family-based organization’s protest, I could not help but scream a little inside. With credit to The Cut Blog, the following is an explanation of the group’s position on this “filthy” campaign:
Malls, where teens hang out, have retailers whose window displays poison our children with 10-foot posters that are nothing but soft p*rn. In particular, Armani Exchange has recently displayed Valentine’s posters with partially dressed “couples” holding one another. These couples consist of two men, a man and woman, and two women. The women are scantily dressed while it is questionable if the men have any clothes on at all. Two of these models are used a couple of times to represent bis*xuals. If it could get any worse the text written is “SHARE THE LOVE.” (An asterisk ‘*’ is used to ensure our emails get through to those who have signed up for our alerts. Otherwise specific words referenced would be blocked by some Internet filters.)
Not every local mall has an Armani Exchange, but we need to take a stand since A|X is one of the fashion leaders and this is becoming a popular trend. You may view these on their website at www.armaniexchange.com. WARNING! Pictures are offensive.
Apparently, this group of psychos is terrified of the evil sex monster attacking their poor, defenseless children who just want to innocently shop around their town’s local mall, which, before A|X, was full of bible shops and unicorns. These little children victims, of course, thanks to the “disgusting” A|X campaign, are now at risk for promiscuous sexual behaviors, as they previously were angels with no knowledge of sex.
Puhlease.
Any mall that has an Armani Exchange is bound to have an Abercrombie & Fitch first. As many of you know, A&F sells its products solely on sex appeal. In the 90′s, this company included full-frontal nudity in its advertorial mailers. OneMillionMoms.org cannot pretend to be offended at the sexuality A|X when they see those of A&F far more frequently. Or is it better that Abercrombie promotes heterosexual sex, as evidenced by the underage girl clinging to the naked male model in their recent campaign? I guess that is a better message to send to your little girls: go for the hot older ones that take their clothes off (but don’t even think about going gay, you little bitch!)
At a pivotal time for homosexuals fighting for equal marriage rights, A|X’s Share the Love campaign is timely, open-minded and exemplary of the typically insightful nature of the arts community. Further, the message is one of love and acceptance, which, apparently, this group does not understand. Here are some of my favorite gems from the OneMillionMoms.org Facebook fan page:
“Would you discriminate if someone were trying to get your child involved with drugs?….Yes, you would. This is the same idea with homosexuality. It is harmful. It is not healthy. I am protecting my children from the promotion of this lifestyle as a healthy choice for them. It will never be accepted as normal behavior, and no, I do not hate them. I grieve for them because they are hurting and in many cases have been abused.” – Rose
“…It is VERY WRONG to have the view of homosexuality shoved in the faces of innocent children and it should not be forced in the face of anyone. As Christians, we are very tired of seeing the morality that made this country great become a wasteland. If it offends you to protect children from that, then you are simply part of the problem we face as a nation.” – Tracy
“The ad slogan ought to be changed from “Share the Love” to “Share the Disease“. Same models with various partners? So in addition to blatant sexuality, the marketing team went for an endorsement of indiscriminant sex with multiple partners. Why not just abandon the clothing and sell dog colors? Animals seem to be the target demographic.” – Catherine
I guess it isn’t nice to call people fucking idiots, so I’ll leave that in my head.
Thoughts?
February 9, 2010
Categories: Fashion . Tags: Abercrombie & Fitch, Advertising, Armani Exchange, Campaigns, Equal Rights . Author: tylerhwilliams . Comments: 1 Comment