German Lingerie Ad with Veiled Woman: Empowering or Offensive?

***NSFW***

AIMEE PICCHI

Daily Finance.com – January 7, 2010

What makes an effective lingerie ad? If you guessed a niqab, a type of veil worn by some Muslim women, kudos to you for thinking outside the box like the creators of this spot by German lingerie retailer Liaison Dangereuse.

Be assured, however, that there are also plenty of sexy curves in this ad.

The spot begins with a dark-haired woman stepping out of the shower. With vaguely Middle Eastern music playing, she applies mascara, steps into high heels, slips on black lingerie and garters and spins in front of the mirror, clearly admiring her body and the lingerie she’s wearing. Up to this point, it’s typical lingerie commercial fare, but then the ad leaps from the mundane to the surprising: the woman quickly flips a niqab over her head. With only her mascara-ed eyes visible, she gazes out of a window. Then the tag line appears: “sexiness is for everyone.” Continue reading