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.
