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"The message of this campaign is love, attraction and passion. He said an ad campaign featuring gay imagery was "long overdue."ĭe Jong also dismissed the criticism that Suitsupply is targeting the gay community. It's amazing what one kiss can do," de Jong said in a statement to Business Insider.ĭe Jong says the campaign was motivated by inclusivity and celebrating all kinds of relationships. "We do not aim to and cannot control the reactions, however, the new followers and positive messages that have been prominent in our social media is a good indicator that this campaign has been well received and has impacted many people positively. He also pointed to some of the more positive reactions the ads have received. The response has not caught the Dutch company off-guard, however - CEO Fokke de Jong said he expected it. One particular image, of two men kissing, has gained over 600 comments, many of them negative. Some outright said they would boycott Suitsupply, while others expressed disgust at the images.
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Others voiced their displeasure through Facebook commenting. The campaign launched on Wednesday, February 21, and by Thursday the suit-maker’s Instagram account had lost 12,000 subscribers, the company said. The social-media backlash was swift, fierce, and expected. The ads were posted on Facebook, Instagram, and Twitter, in addition to appearing in Suitsupply stores across the globe. The ad campaign it’s running for spring/summer 2018, called “Find your perfect fit,” prominently features gay imagery, including two men kissing and touching. With its newest ad campaign, however, Suitsupply dove right into it.įounded in 2000 in Amsterdam, the European suit-maker has quietly made a name for itself as the place where convenience, quality, and price all meet. The company said it had anticipated the reaction, but that a campaign featuring gay imagery was “overdue.”.
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The brand said it lost 12,000 followers on Instagram overnight. Some followers of Suitsupply on social media have voiced opposition to the gay-centric images.The Amsterdam-based suit startup Suitsupply debuted its new “Find your perfect fit,” ad campaign, which prominently features gay imagery.