“Dress up thinking about what others will like? No. I am not a doll. I dress for me”

The message of empowerment and celebration of self -expression that Unequal Send in his last advertising campaign, starring the actress Ester Expósito, It has stumbled upon the political-social context. Specifically, with the defense movement of the rights of transsexuals “Protect the Dolls.”

The campaign communicates a new collection of the brand, composed of dresses, sandals, bags and a shirt with the text “Not a Doll”. The digital spot, shot in Los Angeles (United States “), supposes, as the brand expresses on its website,”A film trip that captures the most authentic side of Esther, breaking with the expectations of others and claiming the confidence of dressing for the same and for anyone else”

The campaign, which has the actress’s active collaboration, has been executed for two weeks on social networks, digital platforms, external advertising and point of sale. The different activations seek to transfer consumers an invitation to Explore without complex its most authentic, nonconformist and brave version.

However, the way of expressing the idea has not been well received among the international public. The origin of the social and controversial conversation is found in the meaning of term “doll”, which in Spanish means “doll.” And the word is used by the LGBTIQ+ communityin its Anglo -Saxon version, to appeal affectionately to transsexual women.

The concept has gained relevance over recent days as a result of some of the setbacks that the rights of this group They have suffered internationally. It should be noted, among other things, that the Supreme Court of the United Kingdom has ruled that the definition of men and women in the country’s equality law must be interpreted in relation to biological sex; or the restrictions imposed by Donald Trump to attention for gender issues for children under 19.

The social opposition to this type of measures and the struggle for the rights of transgender and transsexual people has materialized in the Claim “Protect the Dolls”, and more specifically, in a shirt created by the Conner IVES designer. The garment has been shown by prominent personalities, such as actor Pedro Pascal or singer Troye Sivan, which has contributed to make visible the cause.

The coincidence in the time of both messages is assuming a communication crisis for unequal. While many positively value the empowerment message that it launches unequal and ensure that they will acquire the shirt; Others criticize the moment of launching the campaign, as well as the approach used. They have accused the Transfoba brand and have come to their publications to leave comments in favor of the collective, using the expression “Protect de Dolls”.

The situation has led the brand to express its position, through stories on its Instagram profile. They explain that both campaigns have aroused debate for the use of the word “Doll” in different ways.
“In unequal we have always believed in the celebration of all types of styles. The “not a doll” campaign talks about breaking stereotypes, about being yourself in a real, daring and without complexes“He pointed out, clarifying his message.

Unequal ensures that it has been betting on trans talent In his campaigns, and has transferred his support and respect for the group. “‘Not A Doll’ and ‘Protect the Dolls’ are not rivals. They are two voices of the same great and important choir“Says the brand.”There is space, and necessity, for both. Different struggles, same dream: a freer and more colorful world. Let’s keep making noise together”

From Reason Why we have contacted the brand to learn more about its position. We will update the news when we have more information.

The situation, however, raises a new reflection on The importance of both contexts and meanings and perceptions For the construction of messages. While the Desigual campaign fits properly with its brand values, its products and its audience, it has stumbled, deliberately or not, with the social moment, both for the execution timing and by the copy used.