Chinese online fast fashion retailer Shein has defended its use of product imagery, after advertisements on its site were called into question.
Australian advertising watchdog Ad Standards ruled the site breached a code around the treatment of sex, sexuality and nudity with sensitivity to the relevant audience.
The advertisement in question featured a model in a chain-link thong bikini straddling a wool chair. One complaint alleged the image was degrading to women.
“I found it confronting and excessive - it's not an adult site for adult wear,” the submission stated. “I ask why it has to be so suggestive. I'm of the opinion it's degrading to women.”
While the advertisement has now been edited, according to case documents, a similar version can be found here. Shein defended its use of imagery and denied any contravention of advertising codes.
“We have established an internal review mechanism to constantly review the images of our products sold on our website.
“After receipt of the complaint, we have conducted a more rigorous self-review and confirm again that the images under discussion do not contravene with any Australian laws in the relevant respects.
“We care deeply about our users’ experience and feelings, as well as comments and suggestions from various social organisations and parties, including Ad Standards.
“We hereby confirm that we have already modified Image 2 of the advertisement in line with the Community Panel’s determination. Such modification was actually made long before the issuance of the case report.”