Lingerie brand Agent Provocateur have got shoppers hot and bothered with a recent Valentine’s Day advert – but not in the way you’d expect.
The advert, which shows a woman modelling some of the company’s lingerie, has caused outrage in areas such as Bath and Cheltenham, where it has been showcased in the windows of high street store House of Fraser.
People have taken to Twitter to criticise the advert for being like "soft porn", with many claiming it is an example of "everyday sexism" and "objectification".
And they’re not the only ones taking issue with the advert, as local councillors have also shared their shock at the pictures, saying it is "pornographic imagery of women" and is "not suitable for the high street".
The images are intended to support the brand’s various pop-up stores across the country, which opened on January 24.
These pop-ups allow customers the chance to get their hands on limited edition lingerie that is usually only available to purchase in London stores.
Shoppers are able to buy the Lorna underwear set which comes in black, pink or barely-there nude as well as the Felinda set in "darker shades for darker deeds".
As well as this, the pop-up shops sell nightwear, accessories, shoes, perfume, chocolates and champagne.
Agent Provocateur claim their latest ad campaign was intended to "centre on the strength of the female and her form".
However people don’t appear to have understood this and instead many only see something troubling.
One person commented: "The windows of House of Fraser in Bath. I have no words. Well, apart from these #objectification #everydaysexism."
Another posted: "Image shows a woman wearing bondage style underwear that gives the impression she is tied up inc. around her neck. Her face depicts a cold, ‘dead behind the eyes’ look. The image glamorises the possibility that this woman has been attacked, subdued, tied up and strangled."
A third wrote: "I have never ever seen any shop front’s showing men in a stare of undress, or in their y-fronts and I definitely doubt they are as provocative as that photo that is lads mags soft porn-esque."
Local councillor Victoria Atherstone also tweeted about the image, saying: "Absolutely shocked and appalled by this @TheMissAP high street store photographic campaign displayed in @houseoffrasher #Cheltenham shocking pornographic imagery of women #exploitation NOT SUITABLE for the high street – please take it down NB."
However not everyone was opposed to the ad campaign.
A different user fired back: "Hypocrisy, thy name is feminism. She’s chosen to do that picture so redirect your arrogant, interfering and self-righteous indignation to do some good, i.e. helping the actual oppressed."
Someone else agreed, claiming they say nothing more than "a sexy woman who’s feeling confident in gorgeous underwear."
They added: "She looks great. Feminism is about choice. That’s her choice. No one should be shamed for their bodies or what they wear."
A third user also pointed out that David Gandy has been pictured in white briefs at Bath’s Marks & Spencer store.
Despite the backlash, Agent Provocateur have said they are "entirely unapologetic for the confidence" the woman emanates in the photos.
A spokesperson for the Advertising Standards Authority said there had only been one official complaint about the images so far – but they weren’t in the ASA’s remit.
He said their ad rules didn’t extend to shop fittings or in-store material and any decision to remove the ads would be down to the local council.
Mirror Online have contacted Agent Provocateur for further comment.
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