Next to fashion ads with skinny girls, Dove’s campaign ‘sticks out’ and ‘doesn’t make me want to buy ’ says PR’s Kelly Cutrone
Kelly Cutrone, founder of the successful fashion PR agency, People's Revolution, and star of a plethora of reality shows, has hit back at ads featuring “real women”, saying that it's not what consumers want.
Commenting on the issue of thinness in the fashion and advertising industries to The Fashion Spot, Cutrone said: “Society has a hyper emphasis on thin and that trend comes from the consumers — it does not come from the fashion industry.
“The fashion industry needs to make money, that's what we do. If people said, 'we want a 300 pound purple person,' the first industry to do it would be fashion.
“You look at the Dove campaign in Times Square — it sticks out like a sore thumb. Those girls in the white T-shirts and underwear, next to Calvin Klein [and all the other fashion ads]. As a consumer, it doesn't make me want to buy Dove. I'm all for the real look, but as a consumer it doesn't make me want to buy clothes."
Despite her views, which have come under some criticism, Dove’s Real Beauty Sketches campaign, part of the larger Real Women initiative, did prove successful with consumers, with the ad having been viewed more than 55 million times on YouTube since its April release.