Retail Gazette Loves: Become’s #HotWomenOnly campaign

Women’s apparel brand Become has sparked controversy on social media via its #HotWomenOnly campaign, which features images of a woman with a slim figure asking for “the hottest woman in Britain to model our underwear.”

Though this has understandably caused a backlash on social media, the campaign is in fact searching for a woman undergoing the menopause to become the face of the brand.

“Roughly 1 in 10 women are currently experiencing the menopause and we believe that they’re the hottest women in Britain – in every sense of the word,” Become’s website reads.

“So we’re looking for Britain’s most confident, empowered and truly hot woman to model our products, become the face of our brand and win a luxurious spa weekend at Champneys for two in the process.”

The campaign has deliberately referenced controversial campaigns like Protein World’s banned “Are you beach body ready” billboards to get people talking about their products, and it seems to be working, though not everyone seems to have caught on just yet.

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