Calling All Feminists!

Sex Sells* Unfortunately Discrimination Doesn’t Diesel is trying to utilise pornographic iconography to highlight their denim/ jeans and in doing so offending many people.
Not to mention that such explicit images would not be seen by young children in any other situation. Diesel jeans are currently being advertised on the European market with the Slogan, “Sex sells* unfortunately we sell jeans”.
The images that are being utilised can be seen in many ways, from objectification, sexual exploitation, body fascism or even titillating soft porn; either way the women and men in these images are predominantly shown topless, sprayed with water mimicking sweat and imitating sexual positions or a willingness to carry out a sexual act. Diesel have then branded these images in bold red lettering with window displays flashing the branding in red neon lights – giving connotations of red-light districts and prostitution and in one particular Diesel store in mannequin legs have even been entangled in sexual positions with explicit statements of what the sexual positions are and how one may carry this out. In Holland, Diesel have used real women to dance in shop windows wearing nipple tassels and jeans evoking the sense of the Dutch brothel’s where sex really does sell.

 On the 15th of March 2010 around 8pm two young women we walking down their high-street and were dumbfounded by what they were witnessing, “Could Diesel really show such lude images without complaints?” The red lights seemed to shine even brighter in the night and after much debate in front of the shop window, they decided to take action. First the call to the Advertising Standards Authority (ASA) who generally deals with… well Advertising, but ASA said that the marketing was within the store and thus they had no jurisdiction over it and that a complaint must be made with Trading Standards. So, the call to trading standards was made and the answer was, “this is not within our remit, you would have to call the police for [the marketing’s] indecent exposure.” A call that has yet to be made due to the fact that this is not just happening in one city but in every city with a Diesel store, not to mention the fact that the police will fall to the floor in fits of laughter over the fact that two women don’t like an advert in a shop window.

 It is not about which Discourse in Feminism that is right for this campaign but the fact that somewhere in the pit of your stomach you know that Diesels Campaign is wrong. It doesn’t matter what your reasons are, just that you have a reason. In order for us as a campaign team to take this further we need our numbers to grow and be stronger, so please log on to our blog at for more information, and click on the link to our facebook group and become a fan.

After all do you really want our nations children to be exposed to this kind of media, media that should be stopped under the UNCRC (United Nations Convention’s on the Rights of the Child) Article 19 that should protect our children, Media that strips away parental rights for educating our children safely and Media that portrays both women and men in a pornographic iconography on our streets. We know that Diesel is just the tip of the iceberg; we know that there are more than just these images out there, but Diesel is the only one on the High street that clearly demonstrates that it is okay to use pornographic iconography, it is ok to brand today’s youth as nothing more than pimps and whores. Let’s stop this NOW!


1 comment so far

  1. Clare on

    I just posted about this and my boyfriend led me to this site. The campaign makes me so angry! It is detrimental to the brand’s integrity and the innocence of children who will see it. Keep up the protests!

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