Many fashion houses have now resorted to presenting sexualised images in their advertising campaigns to stay on top of the industry. The use of sex in advertising is a way to entice the viewer, and make the product or brand more memorable in their minds. Fashion House, Dolce and Gabbana have often used sex appeal in their advertising campaigns, and it rarely goes unnoticed. The advertisement above especially caused international controversy as it can easily be thought that the advert presents Gang Rape; with the one woman in the advert being in a submissive position on the floor with a expressionless face, suggesting that she’s in a situation that she doesn’t want to be in. Also, with a man holding the woman down, and the other five men in the background, the idea of male domination in this campaign is clearly evident. Her helpless position also suggested domestic violence, which also cause uproar as it looked like the brand was promoting the abuse.
Stefano Gabbana in an interview said that the image was meant to “recall an erotic dream, a sexual game”, but surely a sexual fantasy would remain private, and not displayed on billboards and advertisements all over the world. Provocative images such as these have become all too come in Dolce and Gabbana’s advertising portfoilio, whose previous ad campaigns have featured naked men and women who are also presented in vulnerable positions and situations.