11.05.2023
The Italian brand Intimissimi is known for its sexy and extravagant lingerie. Now she is at the center of a controversy after she continues to run advertisements for a famous model with her daughter. Is it the commodification of motherhood or just an ordinary commercial?
The Italian company, Intimissimi, for women’s underwear, puts its advertisements on many European streets in front of many European streets, where women display the latest fashion in these sexy clothes, but the controversy accompanies a number of advertisements for this company, and this time the advertisements appear in which model Heidi Klum is accompanied by Her daughter is Lenny Klum.
inform Heidi Klum At the age of 49, her daughter, Lenny Klum, is 19. Klum became famous in the fields of acting and modeling, as she was a judge on America’s Got Talent program, and she is German by birth and origin, but she moved to work in the American entertainment industry and obtained American citizenship.
Samantha Brick, an opinion writer for the British Daily Mail, wrote that mother Heidi makes money through her daughter, and that she uses her body and her daughter’s body in these advertisements, and the writer added: “What do those in charge of this advertising campaign think … I will bet that you agree with me and describe it silently It’s horrible behaviour.”
She added that mother Heidi continues to search for followers on Instagram, and that she has no limits when it comes to making money through motherhood. Samantha Brick’s criticisms are similar to many comments on Instagram, which considered it inappropriate to involve children in exciting clothing shows that are displayed everywhere.
“It’s clear that Heidi has lost the moral compass on motherhood, because what potential clients are saying is not what these beautiful lingerie are, but that celebrities don’t care about the ways they make money, if that includes the skin of their bodies and the bodies of their children,” Brick adds.
And she added that a quick look at the ad shows a very weak and confused 18-year-old woman, who wears underwear that fits most of the body of a middle-aged woman, according to the writer, who explained that a number of fashion models regret a number of shows they made when they were in their teens.
Steffi Schmiedl, a women’s writer for Der Spiegel, writes: “Heidi Klum is standing with Lenny for a lingerie brand – and it causes shivers. A mother selling herself like this with her daughter reminds us of bygone times.”
But there are those who defended the advertisement. Writer Sarah Whiteley mentioned in the British newspaper Mirror that the real problem with the negative comments on the ad is that it “concerns two women presenting underwear together,” and asked: “If a father and his adult son had worn boxing shorts, would the ad have sparked all this anger?”
She added, “Of course not…because only women’s bodies are viewed sexually and examined in this way,” noting that the unilateral idea that looks sexually at women’s bodies must be stopped, and that it must be realized that “their bodies can simply be bodies, to be used on as they see fit.”
This is not the first time that Heidi Klum has appeared with her daughter in an advertisement for underwear, as they published similar pictures last year, and the images caused a sensation at the time, given that Heidi introduced her daughter to the field of “exciting” advertisements when she was barely 18 years old.
A.A./A.H
