Thee Australian arm of global luxury brand Gucci has managed to quell a complaint over its store window advertising at its Queen Plaza, Brisbane store.
A complainant took umbrage with the Gucci’s store window posters which they claimed were indecent and unfit for public placement.
These store window poster ads featured female models posing with Gucci bags while wearing minimal clothing.
When Australia’s Ad Standards reached out to the luxury brand regarding the complaint, Gucci responded by arguing the ads comply with section 2 of the AANA Code of Ethics – notably around sexual appeal as well as sex, sexuality and nudity.
Gucci responded by saying the ads depicted the brand’s latest bags, taking up a large portion of the ads, and that the models were depicted with a high degree of confidence and agency. The brand also cited recent cases where models wore minimal clothing but were found to be acceptable when the product is direct and relevant.
“In our case, the massive scale of the Gucci handbags serves as the focal point of the composition, establishing a clear aesthetic and functional link,” the brand shared.
Regarding sex, sexuality and nudity, Gucci pointed out that the ads contained no prohibited nudity and did not rely on sexualised exposure to convey its message. The brand also contended that the images fall into the highly stylised category compared to being overtly sexual, reflecting the “sophisticated aesthetic and creative standards synonymous with a luxury house.
On top of this, Gucci pointed out that these displays are located within Queens Plaza – a luxury luxury precinct where consumers expect to engage with avant-garde fashion marketing.
“The level of sensuality is consistent with standard swimwear and intimate apparel advertisements permitted in similar high-traffic retail environments across Australia,” Gucci shared.
“Gucci is mindful of its role in the public sphere. We maintain a humble but steady belief that our campaign represents a sophisticated and artistic celebration of fashion that adheres to the standards set forth by AANA.”
An Ad Standards Community Panel oversaw the case and found that the ads did not contain sex or sexuality, and that while the ad did contain partial nudity, the panel found the pose and style of the ads treated the partial nudity with “appropriate sensitivity” to the relevant audience.
The panel concluded, saying the ads did not breach any section of the AANA Code of Ethics.