Amidst all the campaigns used by retailers to advertise their Black Friday deals last week, one stood out from the crowd - and for all the wrong reasons.
In a shockingly tasteless move, Singapore fashion brand Supergurl swapped the normal "shop now" button on their homepage for one that read "rape us now". Even worse, the button was placed next to a young model reclining in a sexually provocative pose.
Unsurprisingly, visitors to the site were shocked by the campaign, and took to the brand's Facebook page to complain.
User Wei Wei Gee said, "Rape isn't an advertising angle that one can exploit when thousands of victims suffer the irreparable damage rape has caused to them everyday.
Not only do you make light of sexual assault, you used this really young girl in a suggestive pose which seems to be extremely inappropriate. I wonder how the model will feel if she knew her photo was being used this way."
Another user, Gavin Moey, added, "Absolutely vile, inappropriate and disgusting. I'm shocked beyond words on how you can put this up on your webpage."
Following the complaints, the brand removed the slogan and issued an apology on their website.
Titled Our Deepest Apology, the statement from Creative Director, Jordus Lim, says:
"I am writing this to express our sincerest apologies pertaining to our insensitive action and the choice of word – rape during our ‘Black Friday’ sale.
We do not mean for it to be offensive to anyone, and I extend my sincerest apology for the lack of negligence.
As the director of the company, I have failed to review my Graphic Designer’s work before approving the image to be displayed on our site. I hereby acknowledge that we have made a mistake, and that our caption does not advocate the right values to the young women community today.
Having regretted for what we have done, the team at Supergurl will definitely be more careful with what we will put up in future as this is also a lesson learnt for us.
This is an honest mistake that we have made on our side, and we do know that it is indefensible.
We hope that the public will accept our apology for what we have done wrong."