Millennial critics are misguided in their dislike for Bluebella's Strong is Beautiful campaign, showcasing Team GB rugby players
In a bold move aimed at challenging traditional beauty and femininity standards, British lingerie company Bluebella launched the "Strong Is Beautiful" campaign on July 4, 2024. The campaign, which features accomplished female Olympic rugby players in a series of racy lingerie during a training session, has sparked a heated debate about female empowerment, sexuality, and the double standards in advertising and sports promotion.
The campaign, which showcases bodies that are considered 'unattractive' under traditional standards, has turned women into cultural battlegrounds due to the limited and confusing frame through which they can be viewed. Some media outlets, such as The Independent and The Telegraph, have criticized the campaign, calling it "degrading" and "ridiculous." Laura Craik of The Telegraph questioned the display of female sexuality in the campaign. The Independent, on the other hand, criticized the campaign for potentially impacting young girls and confusing the "confidence" message with the "looking sexy" message.
However, others praised the campaign for showcasing multifaceted female identities and for being innovative and progressive. Supporters argue that the campaign emphasizes the importance of celebrating and normalizing the beauty of strong and powerful female bodies. The campaign aims to celebrate women with trained, muscular bodies and to challenge gendered beliefs about femininity and beauty.
In comparison to similar campaigns featuring male athletes, which often focus straightforwardly on physical strength and athleticism without controversy, Bluebella’s campaign faced more debate partly because it involved female sexuality and social norms around women's bodies and empowerment. Male athletes have posed in their underwear for brands like Calvin Klein, I-D, and GQ without facing backlash like the one Bluebella is facing. This discrepancy reflects broader gender double standards in advertising and sports promotion.
The debate over the campaign highlights real and persistent issues of exploitation and subjugation of women. Despite the criticism, the brand Bluebella has photographed female athletes in lingerie for multiple years to highlight fitness and make a statement about women being strong and beautiful. The campaign features three female British Olympic rugby players: Celia Quansah, Ellie Boatman, and Jasmin Joyce.
In conclusion, Bluebella's "Strong Is Beautiful" campaign has sparked a significant debate about female empowerment, beauty standards, and double standards in advertising and sports promotion. While some view the campaign as sexist, tasteless, and undermining the accomplishments of the athletes, others praise it for promoting body confidence and redefining what "strong" means for women. The campaign continues to generate discussions about the representation of women in media and the need for a more inclusive and empowering approach to beauty and femininity.
The "Strong Is Beautiful" campaign has expanded the discourse beyond female empowerment, delving into the realms of sexuality and the double standards in advertising and sports promotion. This campaign, unlike the relatively controversy-free underwear shoots of male athletes, has sparked debate due to its focus on female sexuality and the societal norms surrounding women's bodies.
Despite the controversy, Bluebella's annual lingerie shoot featuring female Olympic rugby players True to form, Bluebella has continued to push boundaries by photographing these athletes in lingerie, aiming to celebrate fitness, strength, and the redefinition of beauty standards for women.
