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Photo by Pixabay on Pexels.com Hoodie’s Company, an Israeli business which makes
hooded sweatshirts and casual wear, is showing a
controversial and politically charged campaign. Israeli
model, Bar Rafaeli, is shown wearing a niqab and hijab as
she proceeds to remove the hijab and dance seductively,
she reveals jeans and a hoodie sweatshirt. The tagline
is; “Freedom is Basic” and “Is Iran Here?”. The ad got
views on Instagram and Youtube. It was on the Sunday page
of an Israeli newspaper and has been slated to be a TV ad.
The company is partially owned by Bar Rafaeli and the
message is to promote freedom of religion and to say
the Sharia dress code does not promote this philosophy.
Future ads for the Hoodie Company are supposed to
feature a transgender actress, a Hassidic TV presenter and
an Ethiopian Israeli model. As to the cultural interpretation,
one might have a variety of perspectives. Is it tastefully
seductive, does it sell the product, is it culturally insensitive
and does it present an acceptable message for the clothing’s
cultural id. It’s up in the air, but it could be the bluntness
and controversial play which either sells the product or
damages corporate reputation. It has a little negative
feedback and has been removed from some social media sites.