General Pants still using sexploitation to sell clothing

General Pants has a long history of using sexist and sexually objectifying advertising to sell its merchandise. Their latest ad campaign, in store windows across the country, shows that nothing much has changed.



This is not the first time General Pants has sexually objectified women, or used topless women to promote their products. The youth retailer first came to our attention after featuring pole dancers in their shop window display in Melbourne's Bourke Street store.

In 2011, General Pants management instructed underage staff to wear “I love sex” badges that made them feel embarrassed and uncomfortable.


General Pants then displayed large images of topless women being stripped from behind by an unseen man. Some of these images were framed as large keyholes to suggest the women were being spied on.

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A short time later, a supporter alerted us to the store’s change room wallpaper, featuring an array of images advertising pornography and prostitution.


In 2014, General Pants window displays featured sexualised images of young, bikini clad women in the bath alongside the slogan ‘Wet Dreams’.


In 2016, their advertising featured topless and semi-naked women alongside fully clothed men.


The research is clear- exposure to these sort of everyday sexualised images of women has a range of negative impacts, including greater body dissatisfaction and self-objectification in women, greater support of sexist beliefs and a greater tolerance of violence against women, as well as leading both men and women to have a diminished view of women’s competence, morality and humanity.

The ongoing sexualising and objectifying treatment of women by companies like General Pants contributes to real-world harms for women and girls- why is this advertising still permitted?

Ad industry self-regulation in Australia is a failure. In the lead up to the election, we are calling on supporters to contact their local candidates and ask them to support a new regulatory regime to ensure public spaces are free from sexualised and sexually objectifying images that harm women and children.

See also:

Write to your MP

General Pants sexploitation undermines anti-violence against women initiatives

25 Reasons Why Ad Industry Self-Regulation is a Disaster

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