Fashion Brand Apologizes Over Its ‘Sexy’ Breast Cancer Ad

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A fashion brand has apologized for it’s “sexy” breast cancer advertisement — featuring a women model wearing a see-through top with star shaped objects covering her nipples –was taken down on Thursday.

The controversial ad from Icing, a fashion and jewelry store headquartered in Illinois, caused a stir on social media after the breast cancer advertisement was used on Facebook to promote the brand’s “Fearless Collection.” The ad was taken off Facebook after causing backlash, reported the New York Post on Wednesday.

“Help us Save the ta-tas during Breast Cancer Awareness month by shopping our Fearless Collection in store and online,” the company wrote in a now-deleted Facebook post with the controversial photo of model Lacey Claire Rogers, 20.

“And now ICING is using breast CANCER to peddle their products.” Breast Cancer Action, a non-profit and self-described national, “feminist grassroots education and advocacy organization”,  posted on Facebook Wednesday. “How does objectifying and degrading women help women’s health and well being?”

“Not only does this ‘sexy’ image reinforce narrow standards of beauty, it hides the lived reality for so many women living with, at risk of, and dying from breast cancer,” the post continued. “After all, some women have their breasts removed in an effort to save their lives.”

October is National Breast Cancer Awareness month.

“We apologize if our ‘Fearless’ product images have caused offence, this was not our intent, our intent is to help support valuable research in the battle against this terrible disease,” Icing posted on Facebook.

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Gabrielle Okun