Via The Frisky comes this disgusting Gap window ad. I think Stephanie Marcus, who snapped this photo, is right on when she says about the ad, “Another day, another ad that tries to make people buy their products by making you feel bad about your body.”
Gap is explicitly using shame about having a body that does not conform to mainstream beauty standards to sell products. I’m disturbed the company would choose to do this, but I’m also bothered that it’s an idea for an ad that would work at all.
And yes, the company probably wants the controversy that comes with this ad. Doesn’t change the fact they’re saying certain legs are acceptable to be seen in public and others aren’t. You know what? It’s a really freaking hot summer. I hate that ideas of what legs should and should not look like keep some people from staying cool, and I think it’s an asshole move on Gap’s part to rub this in people’s faces.
I know I don’t want to buy my shorts or pants from a company that says only people who look a certain way should be able to wear their product. If you agree you can contact Gap by clicking here.