Plan B Forum

Mossimo... what ever were you thinking?



Scherri-Lee Biggs looks like she’s happily participating in some good old-fashioned female objectification. There she is, Australia’s Miss Universe, perched coyly on a chair with her fingers laced around her lurid red hooker heels. Her breasts are buoyant and her gaze is averted. Scherri is wearing more spray-tan than clothing.

But there’s something different about this image. What makes it stand out from the crushing banality of garden-variety sexist advertising is the fact that we’re looking at Scherri through a peep-hole. Scherri is a stripper more than a model, which turns you, dear reader, into a peeping voyeur.

But don’t worry! Scherri wants you to leer. She is fronting clothing brand Mossimo’s new advertising campaign called ‘Peep Show’ where people (in effect teenagers) are asked to learn from her example and create their own peep show.

Mossimo are asking people to submit candid photos to win prizes which they then doctor to look like they’ve been taken through a peep-hole. So it’s not only fine to leer at Scherri. You can leer at all nubile women. And if you happen to have cartoonesque cleavage or tanned and taut skin then why not offer yourself up for some gawking too?

Unsurprisingly, the Mossimo campaign has been a public relations disaster. Firstly, they didn’t anticipate the formidable challenge posed by two teenage entrants: Naughty Nicole and Kinky Katherine. Nicole gazes steadily into the camera with a sign that reads: ‘Mossimo Advertisement = sexist rubbish’. Katherine wears a t-shirt saying ‘Please prove your masculinity some other way.’ So far Nicole is winning the public vote with a landslide victory of 215 hits.



Nicole and Katherine were not the only ones unimpressed by Mossimo. The Advertising Standards Bureau is conducting an investigation on the basis of several complaints lodged last week. Melinda Tankard Reist has also been characteristically indignant

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