“Sex sells!” Or so the infamous advertising mantra goes – and while the debate over whether there’s any truth to this statement wages on, there’s no question that, and the controversy which invariably accompanies them, have become a powerful tool for change over the past 50 years.
Last week Eckhaus Latta launched its nailbitingly sexy S/S17 campaign, subverting the glossy sexualisation of fashion advertising by creating a series of images which capture a very real intimacy indeed: real couples, having real sex. The campaign shines a light on an unblinking, modern approach to erotica – but needless to say, things haven’t always been this way.
Oliviero Toscani’s campaign imagery for United Colors of Benetton made the photographer world famous. His 1992 imageaddressed the vows of celibacy that men and women entering religious orders take, and attacked Catholic hypocrisy. In France and Italy – bowing to pressure from the Vatican – the image was banned, but it remains one of the most iconic in the brand’s glisteningly controversial history.
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