Jigsaw banned this Jigsaw ad after it was found to be likely to offend women by objectifying them.
Jigsaw fashion chain, which is a beloved label by the Duchess has its ad banned because of potential offence of objectifying women.
A September advertising email sent by the clothing retailer stated that the boots could be used for walking. It included the following picture: A woman is seen climbing over fences wearing only pants, boots, and a jumper.
Two people complained to me that the advertisement objectified women, was insensitive and reckless.
Robinson Webster trading under the name Jigsaw said that Jigsaw created the image from an all-female team. He also stated that it ‘came form a place for celebration and freedom.
Jigsaw stated that the model was in a bathing costume and had no visible body parts because her image was solely focused on the boots.
Jigsaw stated that they were aware of the possibility that the image might be perceived differently if it was seen in isolation.
The image was to be removed from all future advertisements.
It is one of Middle England’s favourite brands and has been conservative since its inception.
Kate Middleton is a friend and former assistant accessory buyer at the company before she was married to Prince William.
Jigsaw is the favourite brand of Duchess Of Cambridge, pictured left in Jigsaw pants and right in Jigsaw top. She used to work as an assistant accessory buyer for the company.
Advertising Standards Authority, (ASA) stated: ‘The face of the model wasn’t visible. We considered that because the emphasis was on the model’s upper legs and exposed buttocks we gave the image a voyeuristic feeling.
It was therefore considered that there might be a sexually suggestive aspect to this image. Her partial nudity was also highlighted by the fact that she seemed to be going on a walk or hike in the woods where most people wouldn’t normally be dressed in such a way.
“For these reasons, we thought that the advertisement objectified the model and asked readers to consider her body as an object of sexual desire.
‘Therefore, since the ad objectified, stereotyped women sexually, we concluded it was irresponsible, likely to cause serious offence.
The ASA ruled the ad should not be repeated in its current form. Jigsaw was also told to make sure future advertisements did not objectify women.