Wonderbra decries 'sexist' lingerie ads

News - scotsman, UK

THEY brazenly exploited Eva Herzigova's curves to shout "Hello Boys" from hundreds of bill boards, boosting busts and bra sales throughout the 1990s.

But the makers of Wonderbra have now turned their backs on such provocative images and accused rival lingerie makers Marks & Spencer of sexism for using semi-naked women in their adverts.

Hervé Bailly, Wonderbra's marketing director, said underwear launches designed to appeal to men "demean women".

He singled out Marks & Spencer's Per Una range for using models in underwear posing on London streets as an example of sexist advertising.

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