Brabrabra underwear advertising campaign with Olena Kravets caused a scandal due to the image of the actress in the role of a military woman who complains about uncomfortable underwear. Ukrainians are outraged by this approach, considering it disrespectful to military women.
Iryna Gerashchenko, co-chair of the “European Solidarity” faction did not understand, Why does Kravets speak on behalf of the military?
“Why does the country not know the names of military women and gets to know their beautiful faces only when someone has died. Why are they not in the marathon, on the boards, anywhere? – asked the deputy. – Why can’t women warriors themselves tell about the anatomical features of the uniform and the ammunition they need? Why these media intermediaries?“, Herashchenko emphasized.
Sergeant Alina Sarnatska criticized the campaign, calling it a “disgrace” and PR in the war. She emphasized that military women can speak for themselves about their needs.
“A very successful project. Brabrabra wanted to promote the military and sell bras. Kravets just wanted PR for the military, GO wanted PR for the military and will give them bras. Everyone is satisfied. And I would like to never see this shame and I’m not very happy.”, – the military woman was indignant.
“And even more, I am saddened by the image of the military created again and again by “women’s initiatives”. All the women I know can handle their breasts and speak for themselves. Without the help of the Tailor“, she added.
Social media users also expressed their displeasure, calling the ad “cruel” and inappropriate. They question why Kravets, having no military experience, speaks on behalf of the military.
The brabrabra brand and Olena Kravets apologize that the goal of the project was to raise funds for underwear for the military, and the quote was left for directness. However, this has not calmed the criticism, which continues to grow.
