For my first article i would like to show you a 2009 German commercial for a German lingerie brand called "Liaison Dangereuse". This retailer is looking to expand their market to the middle east and reach Arabic and Muslim women’s attention.
I love this commercial as at first we don’t expect the woman to wear a niquab as she is acting very sexy and seductive and the choice of music is very interesting as it creates a sensual atmosphere while the model and actress Miriam Wimmer is playing and almost flirting with her reflection in the mirror. The commercial starts as a usual lingerie commercial and the end is very unexpected with the model wearing a niquab and the tag ” sexiness for everyone”.
The other interesting point is the name of the brand ” Liaison dangereuse ” which means “Dangerous affairs” or “Dangerous relationship” in French. We can from there understand the complex relationship between the modesty and reserve of Arabic and Muslim women and their sexual outward appearance and their intimate and private sphere where they are free to wear what ever they want and feel as sexy, sensual, seductive and voluptuous as any other women.
Really interesting!
ReplyDeleteAn advertisement for Muslim women in Germany, that's unexpected..
There are not a lot of people who understand that Muslim women are free and that there is someone under a niqab who can do whatever she wants in her private life..
Respect!
Love this article.. Really enriching!
Very inovative ! I would love to hear and read about the controversy that this type of topic raises withni the German society and more generally in the Turkish community or muslim community in Europe.
ReplyDeleteI like the fact that it puts all women on the same level: every woman regardless of their faith, nationality, ethnicity should be allowed to wear whatever they want without being subject to stereotypical judgments.
Warning: This video contains explicit images. LOL
ReplyDeleteThis is an absolutely amazing & brilliant ad campaign. The spot is sexy and risky at the same time but it works beautifully.
We can only hate this ad for all the wrong reasons, but personally, I think this is an award winning commercial and it couldn’t've been done any better, but, what do I know.
So unexpected ! I like it very much
ReplyDeleteYou're doing a very good job with this blog because you help breaking the clichés !
As an arab woman i would like to say thanks !
UNEXPECTED je pense que c'est le mot le plus approprié for this ad', pour etre honnete en premier lieu avant de visionner ta video,j'ai vu burqa jme suis dit "allez encore une video ki fait que de nous critiquer" et apres visionnage jme rend compte que cette pub est plutot positive et qu'elle a pour but final d'essayer de changer les mentalités et tout les préjugés concernant la femme arabo-musulmane. ton article est excellent, et j'aime le sujet abordé (sujet d'actualité et nous concernant d'autant plus)
ReplyDeletebien que dévoiler la nudité de cette femme me gêne un peu, je cautionne à fond.
ReplyDeletec'est très judicieux d'avoir publié cette vidéo et ton article est très très pertinent !
oui, les femmes arabo-musulmanes sont autant préoccuppées de leur corps, de leur beauté, de leur lingerie que tout autre femme. je dirais même plus !
Very sensible and beautiful advertisement! Arab world is so interesting and mysterious for me. Every time when I see Arab woman wearing niquab I am wondering how does she look like. When I was younger I have been convinced that under the niquab there is a princes just like Scheherezade! The commercial is fascinating! Fantastic way to show the public that Arab women are modern, sexy and have their own personality under that specific traditional clothes.
ReplyDeleteI don't like the commercial and being my self muslim i dont like the way muslim women are portayed.
ReplyDelete