Australian lingerie company Honey Birdette has come under fire for using a phrase linked to the Israel-Hamas war to promote its latest collection.
The brand sent out a marketing email to subscribers earlier this week to promote its new lingerie set, “Ayah,” but it received immediate backlash on social media.
The subject line of the marketing email is “ALL EYES ON AYAH!” – a clear reference to the pro-Palestinian phrase “Eyes on Rafah,” used frequently during Israeli raids on Palestinian cities this month.
Source: Reddit
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Journalist and podcaster Soariha Iqbal criticized the brand via Instagram on Wednesday night.
“This is not the first time [Honey Birdette] “It's been under fire but this is truly one of the worst I've seen come out of this brand. A despicable marketing campaign. Free Palestine,” Iqbal wrote.
Iqbal argued that the lingerie set also appears to borrow from aesthetics associated with hyper-sexualized Arab women: “The sparkling metal chains that loop around the hips resemble accessories used in belly dancing.”
She pointed out that “Ayah” is a Muslim name and means “sign” of God's presence.
“The use of this name for a lingerie set is especially questionable at a time when both the dehumanization and fetishization of Arabs and Muslims is increasing (in fact, they are two sides of the same coin).” she wrote. Instagram post.
“Why did Honey Birdette think this was a good idea? Who approved this? What purpose does this marketing strategy serve other than to mock and co-opt the Palestinian resistance?”
By Thursday morning, Honey Birdette had turned off the comments section on Instagram.
Industry body Advertising Standards has received numerous complaints about Honey Birdette's promotion and advertising for more than a decade.
Last month, the brand again breached the Australian Association of National Advertisers' (AANA) code of ethics and failed to comply with an inquiry from the Advertising Standards Bureau.
Mumbrella has contacted Honey Birdette for comment.
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