Tuesday, February 9, 2010

Share The Love

Armani Exchange launched a new ad campaign for Valentine's Day called "Share The Love" and it shows same-sex couples. Of course you can imagine the kind of controversy it has created in society, in conservative and old-fashioned people.

Gays, lesbians and bisexuals are a every day thing and it's normal and it has to be socially accepted. It's a matter of respect and tolerance. But the American Family Association is really upset with the ad because of the "filthy" content. They're always attacking television, but now they are mad because of this ad featured on Armani's website and stores, and they say they can't tolerate "fashion designers using scantily dressed models in advertisements who have recently put their focus on threesomes or same-sex couples."

Here's an email the association sent:

"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 AX 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".

It's obvious that this campaign was going to be a slap in the face for many conservative people, but it's a great way to promote equality for same-sex couples. Gays/lesbians also buy clothes as every straight person in the world. They deserve their space and to be included in everything, not excluded. People should understand that the only difference between a gay guy and a straight guy is that one likes boys and the other likes girls. Sound simple, it's simple. It's a matter of respect, tolerance and diversity.
Respect diversity, religion, likes, dislikes... Everyone's different and everyone should be respected.


  1. Ay por dios el poco de BS de la asociacion esa !
    -WARning ! pictures are offensive - my ass !!

  2. Dos cosas.
    Uno, el anuncio SÍ es provocativo. Eso se lo tengo que reconocer. Digo, el director creativo de esta campaña tuvo que reconocer que, tarde o temprano, la gente con miedo iba a saltar. Supongo que es más o menos lo que ellos andaban buscando: impacto, controversia, atención. Si se hubiese tratado de algo más sobre tolerancia y respeto, pensaría que las fotos hubieran sido diferentes.
    Dos. Obviamente, esta 'asociación' salta de manera injusta ante esta foto. Digo injusta por que a nadie le parece ofensivo para los niños el que la mayoría de licores, cervezas, zapatos y hasta pasta dentales ocupen mujeres semidesnudas para vender su producto.

    Pienso que este es un doble fracaso. Fracaso para nosotros que queremos tolerancia. Fracaso para los demás que se niegan a dárnosla.

  3. OMG I absolutely think it's a great idea to have included gays and lesbians as target consumers for Valentine's Day!

    The pictures look great and having them at armani exchange stores is just the prove that we're starting to live in a much more open world. Although people like the american family association react against them, I don't really think people care much about it...

    Great thing done by armani exchange... thumbs up!