Near-naked females - aren’t you just sick of them.

Near-naked females - aren’t you just sick of them.

No, not all of us Brit women, who throw our cardies and thermal pants to

the wind when the temperature soars. I’m talking about the recent glut

of stories in the papers debating the way the female form is portrayed

in Gossard’s ‘sexy’ new ad for its Glossies range.

Just to fill you in, as they say, the ads in question portray a sultry

reclining woman, clad only in her undies and nestling in a pile of


But it’s not the combination of spiky grass and bare fleshy bits that’s

guaranteed to make your eyes water. The point is, literally, the see-

through bra.

Then there’s the pouty come-and-get-it, take-me-I’m-ready look that the

model is sporting. The strapline, ‘Who said a woman can’t get pleasure

from something soft’, is, of course, as dirty as your mind.

The ads have attracted 100 complaints to the Advertising Standards

Authority. So is this a sign that the nation’s middle-class aunties are

up in arms, or is the work generally offensive?

Campaign’s female staffers couldn’t find it in themselves to get too

worked up. Not offensive, really, we said, holding in our collective


However, most agreed that the real problem lies in the ad’s positioning.

While it is supposed to target women, like Wonderbra before it, Gossard

has chosen that most indiscriminate of media, posters.

Wonderbra got away with it mostly because the ads were a cheeky

celebration of women’s self-awareness.

Gossard’s ad, on the other hand, really is more reminiscent of those 70s

pornographic magazines that the boys used to cream over behind the bike

sheds at school. A billboard is not the place for a pair of nipples. It

just ends up looking cheap.

I, for one, won’t be buying a Glossie bra. It doesn’t even give you much

of a cleavage, for God’s sake.