CALVIN Klein has been forced to apologise to the LGBTQ community after “queer baiting” in its latest advert. The fashion brand released
CALVIN Klein has been forced to apologise to the LGBTQ community after “queer baiting” in its latest advert.
The fashion brand released a commercial for their latest My Calvins campaign, which captures Bella Hadid kissing a female CGI robot named Lil Miquela.
In the advertorial the model – who is dating The Weeknd – wears a black cropped t-shirt and cycling shorts, and looks on as the computer generated being walks past her.
Lil Miquela swiftly comes into view, with her hair in pigtail buns, and they kiss.
In the background, the voice-over says: “Life is about opening doors.
“Creating new dreams you never knew could exist.”
The robot figure, who is also known as Miquela Sousa and has her own Instagram account, also shared the footage on her social media.
But social media users are not impressed with the ad, and have blasted it as “queer baiting”, which is when homoerotic scenes are used to attract “liberal and queer viewers”, although the same sex couple will not end up together, according to Urban Dictionary.
Fans believe the company should have used real life LGBTQ models to represent them instead of a fictional being.
One tweeted: “There are plenty of real LGBTQ Models that could have been used.”
Another vented: “CALVIN KLEIN RLY USED A ROBOT TO QUEER BAIT.”
A third shared: “‘Life is about’ what? This is a total queer bait.”
The company took to Twitter to back track.
In a statement they wrote: “The concept for our latest #MYCALVINS campaign is to promote freedom of expression for a wide range of identities, including a spectrum of gender and sexual identities.
“This specific campaign was created to challenge conventional norms and stereotypes in advertising.
“In this particular video, we explored the blurred lines between reality and imagination.
“We understand and acknowledge how featuring someone who identifies as heterosexual in a same-sex kiss could be perceived as queer-baiting.”
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Calvin Klein have acknowledged their mistake and insisted they never intended to “misrepresent” the LGBTQ community.
They continued: “As a company with a longstanding tradition of advocating for LGTBQ+ rights, it was certainly not our intention to misrepresent the LGTBQ+ community.
“We sincerely regret any offence we caused.”
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