• Sweden's news in English
 
app_header_v3

Swedes in uproar over Father's Day lace panties

Ann Törnkvist · 6 Nov 2013, 16:08

Published: 06 Nov 2013 16:08 GMT+01:00

A billboard in the posh Sturegallerian mall in Stockholm's upscale Östermalm district has raised its fair share of passers-by's eyebrows. The advert, for Swedish Fathers Day on Sunday, November 10th, displays a pair of skimpy, purple lace women's underwear with the slogan 'Please please him'.

But who should please whom was a question nagging onlooker Daniel Eskils' mind as he trotted past the ambiguous billboard recently. He snapped a picture of the provocative advert and quickly posted it on Instagram.

"At first I was just baffled and didn't know how to interpret it," Eskils told the Metro newspaper. "At first I thought it was aimed at someone who should please dad, then I thought they were being modern and meant that dads too can wear knickers." 

His pic quickly made the rounds on social media, with people less than amused at how easy it could be misinterpreted.

"Excuse me, isn't FATHER'S day when CHILDREN give gifts to their dad?" commented Agnes Braunerhielm, editor of fashion tome Rodeo, on Instagram.

While Eskils, the man with the mobile camera and intent to use it, did ponder whether the advert was simply a humourous nod in favour of cross-dressing fathers hoping to unwind over Father's Day weekend, he told Metro he quickly abandoned that line of inquiry. 

"I don't think they've come that far. Instead, it just feels like Sturegallerian is stuck with old gender roles."

The advert prompted at least two reports to Sweden's advertising watchdog, the Swedish Advertising Ombudsman (Reklamombudsmannen, RO) , which now plans to launch a probe into whether the panty poster should be considered offensive or discriminatory on the basis of gender.

Story continues below…

Sturegallerian, whose own aggregate of Instagram-mentions quickly filled up with lacey purple panties, said on Wednesday they would withdraw the publicity campaign. 

"It's unfortunate that some feel insulted by Sturegallerian's Father's Day campaign," Maria Jälmestål, marketing coordinator for mall owners Jones Lang Lasalle, told the Dagens Media newspaper.

Ann Törnkvist (ann.tornkvist@thelocal.com)

Your comments about this article

Today's headlines
Nobel Prizes 2016
Nobel Literature Prize announcement delayed
Haruki Murakami (pictured) is one of the bookmakers' favourites. Photo: Bernat Armangue/AP/TT

The delay is due to 'arithmetic', an academician said.

Horny elk hold up Swedish hunt
One of the randy animals in question. Photo: Mikael Fritzon/TT

The giant things just can't contain themselves.

Sweden to ban masks but not burqas at football matches
A masked supporter at a Stockholm derby football match last year. Photo: Janerik Henriksson/TT

The ban is designed to curb violence at sporting events in Sweden, but it must also follow conventions on religious freedom.

Video
Heckler humbles Swedish golf champion with perfect putt
Henrik Stenson met his match in the final practice for the Ryder Cup. Photo: Charlie Riedel/AP/TT

Well that wasn't supposed to happen...

Presented by Invest Stockholm
Stockholm: creating solutions to global challenges

It’s no secret that Stockholm is serious about sustainability. We took a look at how the city's emerging startups are tackling global challenges, making the world a better place.

Warm weather melts H&M profits
An H&M store in central Stockholm. Photo: Maja Suslin/TT

A warm autumn may be good news for Swedes, but it was bad news for Sweden's biggest clothing brand.

Rail delays after heavy winds batter Sweden
The weather is expected to clear up. Photo: Anders Wiklund/TT

Commuters were advised to take it easy in traffic on Friday, after harsh winds toppled trees across roads and railways across Sweden.

Homes
In pictures: Eight traditional Swedish tiled stoves
A tiled stove. Photo: Wrede Fastighetsmäkleri

The traditional Swedish masonry stove (kakelugn) is still a popular feature in many homes today. Houzz.se's Amanda Strömberg has found out more.

Volvo recalls 127,000 cars worldwide
Volvo is recalling 127,000 cars. Photo: Björn Lindgren/TT

Do you own a Volvo? Read this.

The Local Recipes
Swedish food: How to make sweetened lingonberries
Sweetened lingonberries. Photo: John Duxbury/Swedish Food

Possibly the most Swedish food there is. Food writer John Duxbury shares his recipe with The Local's readers.

Sponsored Article
‘I view the world in a different way now’
Gallery
People-watching: September 28th
Sponsored Article
Top 7 tips to help you learn Swedish
National
Aliens' sex lives? Why Swedes want Nasa to send a condom into space
Analysis & Opinion
'If Sweden really wants startups, drop the red tape on migration'
Blog updates

27 September

Cutting your nose …. (The Diplomatic Dispatch) »

"Last week, Jeremy Browne, the Special Representative for the City of London, visited Sweden. Jeremy was…" READ »

 

7 September

Svensk or svenska? (The Swedish Teacher) »

"Hejsan! My inbox is full of questions :-). Here’s one about when to use “svensk” and…" READ »

 
 
 
Sponsored Article
Expat finances in Sweden: the Common Reporting Standard
Gallery
Property of the week: Gotland
Sponsored Article
Let's Talk: a personal Swedish language tutor in your pocket
National
Trump an 'embarrassment' Springsteen tells Sweden
Gallery
People-watching: September 23rd-25th
Politics
Russian Sweden Democrat aide resigns over suspect deal
Sponsored Article
Retiring abroad: ensuring your health is covered
National
Muslim teacher leaves job after not shaking male colleague's hand
Sponsored Article
'Creating a sense of home': Collective living in Stockholm
Travel
Why we adore autumn in Sweden
Gallery
People-watching: September 21st
Sponsored Article
Life in Jordan: 'Undiscovered treasure'
National
Stockholmers hunt killer badger after attack on neighbourhood hipster cat
Sponsored Article
Gran Canaria: 'So much more than beaches'
The Local Voices
Why this Russian developer is committed to helping refugees - with tech
National
Six key points in Sweden's budget plan
Sponsored Article
Why Jordan is the ‘Different’ East
The Local Voices
How a Swedish name finally made recruiters notice this Iranian's CV
Sponsored Article
How to vote absentee from abroad in the US elections
Gallery
Property of the week: Luleå
Sponsored Article
Why Jordan is the ‘Different’ East
Gallery
People-watching: September 16th-18th
Sponsored Article
Retiring abroad: ensuring your health is covered
Culture
Why Swedish TV has given these kids' trucks a sex swap
Sponsored Article
'There was no future for me in Turkey'
National
TIMELINE: Everything you need to know about the Julian Assange case
Sponsored Article
7 reasons you should join Sweden’s ’a-kassa’
Gallery
People-watching: September 14th
Sponsored Article
‘Extremism can't be defeated on the battlefield alone’
Politics
Why Sweden is putting troops on holiday dream island Gotland
Sponsored Article
Stockholm: creating solutions to global challenges
The Local Voices
'What I mean when I say: I came here to blow myself up'
Society
VIDEO: Are Swedes that unfriendly?
Features
INTERVIEW: How Arthur the jungle dog opened hearts and minds
Gallery
Property of the week: Smögen, Västra Götaland
Society
Sweden's ancient forest tongue Elfdalian fights for survival
The Local Voices
'Whenever I apply for jobs I’m treated like an unwanted stranger'
The Local Voices
Is Swedish bosses' ignorance keeping refugees out of jobs?
3,006
jobs available