July 2007
Sunday Star Times story where we were interviewed regarding the
sexy HOTmilk Lingerie that we had just started selling, and how a
few people who received our newsletter had complained
about the images.
This story snowballed in the media, and ended up on John Campbell
TV3
By Jenny MacIntyre
A catalogue marketing sexy lingerie for pregnant and
breastfeeding women, under the label "Hot Milk" has been
described as "soft porn" by some customers.
Lingerie designers Lisa Ebbing and Angela Crosbie launched their
Hot Milk line when Ebbing, a Tauranga-based former advertising rep,
couldn't find any exciting maternity underwear.
The catalogue was distributed to potential customers by
Breastmates, which markets online to a database of 780
breastfeeding and pregnant mums.
Complaints came from women upset to find "explicit images" and
"soft porn" in their inbox.
Breastmates website director Frances McInnes was flabbergasted
by the complaints: "Oh my God, take a chill pill," was her first
reaction, then she realised the reaction had to be due to the model
being pregnant.
"What is offensive about pregnant bodies?"
Ebbing, herself a staunch breastfeeding mother, is also shocked
by the complaints.
"Our campaign, empowering pregnant women to be sexy, is a world
first," said Ebbing.
"Poor mums, at a stressful time in your life, all you can wear
is horrible brown lingerie. It doesn't make you feel
good. Our designs say to women 'you can still be beautiful
and sexy.' They can still be fun and cheeky and our product
empowers them to feel better when there is a lot of change in their
lives."
The brochure that drew the wrath of New Zealand women is
marketing Hot Milk to 100 Australian stores, 55 local shops, and is
about to sell in the US, UK, and Europe.
Complaints have not gone to the Advertising Standards
Authority. Executive director Hilary Souter says it is
acceptable to show women wearing lingerie to advertise lingerie
products, as long as the depiction is appropriate and tasteful,
"and its appropriate that pregnant women are shown in lingerie for
pregnant and breastfeeding women."