Editions:  Austria · Denmark · France · Germany · Italy · Norway · Spain · Sweden · Switzerland
Advertisement

No sex please, we're Swedish, underwear firm told

Share this article

No sex please, we're Swedish, underwear firm told
17:41 CEST+02:00
A competition launched by German underwear maker Sloggi to uncover the world's most beautiful bottoms has been slapped down in Sweden after media protests against the "pornographic" event.

"Alas, our goal of finding the most beautiful backsides has been misunderstood by certain sections of the media" in Sweden, the German firm said in a statement Tuesday.

Several Swedish newspapers have slammed the competition as a pornographic event. The company had invited women and men to send photographs of themselves in their underwear which would then be put to an Internet vote.

"Although we are convinced that the complaints do not reflect reality, we respect the opinions of others," the company said.

Sloggi makes both figure-enhancing dowdy undergarments as well as svelte peekaboo numbers.

Sloggi spokesman Mads Byder said several buyers had called up about the campaign but did not really express outrage.

"They were asking questions (like) why Sloggi was promoting underwear like this, they were not complaints as such," he said.

Get notified about breaking news on The Local

Share this article

Advertisement

From our sponsors

'Lagom' leadership: the secret to Swedish success?

Is the Swedish approach to leadership really as special as people think? The Local asks a non-Swedish manager at telecom giant Ericsson for a frank appraisal of Swedes' so-called 'lagom' leadership style.

Advertisement
Advertisement
Jobs
Click here to start your job search
Advertisement
Advertisement

Popular articles

Advertisement
Advertisement