Camaïeu accused of "Purple Washing" with his campaign on domestic violence

Bad Buzz - By wanting to engage in the fight against violence against women, Camaïeu certainly did not expect to be accused of "Purple Washing" or "Washing" feminism ".In question, a campaign of the brand aimed at raising awareness among its customers of domestic violence diverting some product sheets.On these, women appear with bruises on the face.

Designed in collaboration with the Solfa association and the Buzzman agency, the campaign refers to the number dedicated to the victims of domestic violence, the 3919, with the following message: "1 in 10 women is the victim of violence".

First problem raised by women challenging the clothing brand: by disseminating these photos (which can shock, moreover), the company challenges women rather than their attackers.

Caricatural campaign

Furthermore, the campaign is accused of representing domestic violence in a caricatural manner, making up for false blues, while many violence is invisible.

Finally, the campaign is accused of not taking into consideration the potential victims of domestic violence which could very badly experience the sight of these images when they simply come to shop on a site.This is what the Liones association underlines: "You provoke in the old victims" of the flashes "which will bring them back their hell at the sight of these photos.Now no one wants to undergo this from Camaïeu.It's violent and inappropriate, "she said on Twitter.

Go on a cause

More generally, Camaïeu is accused of “purplewashing», or even Washing feminism.

Journalist Mathilde Meslin writes as follows: "Camaïeu continues her operation as" Purple Washing "around violence against women by staging models grossly made up.As a reminder, domestic violence is not necessarily large shells and especially not a Com tool ».

Like the “Green Washing» for ecology, which consists in giving itself a virtuous business image, the “Purple Washing» is a way of appearing concerned about the defense of women's rights andequality between women and men, without this being followed by concrete actions.Or more simply: when companies recover the cause of women's rights, that the publicly displayed values are not those conveyed within the company.

In this article, the world gives the example of the SNCF, which organized a “girl's day» every year, a day of diversity, even in ten years, the number of women in the company had passedthat from 16 to 20%.

More recently, the journalist Léa Lejeune had investigated these companies through a book entitled: Washing feminism - When companies recover the cause of women."This is an expression that I invented by deriving it from" Green Washing ".This corresponds to all communication and marketing practices used by companies to make believe that they are feminist, that they respect gender equality, while in internal, they did not do thework to change their production or better treat employees, »she explains to Europe1. Parmi les marques épinglées par la journaliste, Dior, McDonald’s, H&M ou encore Amazon.

Regarding the fast-food brand, it gives the example of the McDonald’s "M" diverted to "W" for "Women" on March 8, 2018, International Day of Women's Rights."A way of saying that McDonald’s is a feminist and really takes care of women.Except that McDonald’s has been pinned several times for sexist discrimination or sexual harassment, and I reveal in my investigation significant wage differences in the company, "explains the journalist.

Regarding Camaïeu, others are in the opinion of Mathilde Meslin:

This Thursday evening, the ready-to-wear brand reacted on LinkedIn by recalling the objective of its operation: “Promote the 3919 to ensure that the victims (and close to victims) uninformed can find listening,Information and advice to care.The special operation on our incriminated site is part of a complete program set up since early January: number visible in all Camaieu stores, in cabins and on our cash tickets, a 3919 t-shirt carried by the 2,300 collaborators ofOur network, a solidarity donation offered in cash for the benefit of the Solfa association.»

And to defend this action that she had to do, according to her: "The visuals in question have appeared disturbing for some of you but we had to make them visible.We continue to think that as a brand to increase the notoriety of 3919 is one of our duties and our commitments.»

See also on the HuffPost: how this locksmith helps women feel safe at home