#Issues

Football Fever: Lingerie Firm Introduces Vibrating Underwear

Vibrating Underwear, moms bra straps

The fashion world is getting bizarre by the day. The latest seems to be the revolutionary technology (pun intended) a lingerie company is using to sell underwear. Yes, these bits of intimate clothing vibrate. It is especially made for women in this World Cup season. Want to know why a right-minded woman would choose to wear vibrating knickers? To keep up the World Cup spirit alive!

According to the Mexican retailer Vicky Form, the thought of creating underwear that vibrate came when their research concluded that women do not enjoy football. What a world we live in! The company thought it would be a big hit during the summer show in Russia when a goal goes in the net and the vibrating underwear would “get women into the World Cup spirit”.

The product has been slammed due to its “sexist” approach. The brand goes by the name Siente el Juego.

The misogynist brand was launched on June 14 with a fancy ad. Since then, retailer Vicky Form has been blasted for the offensive idea

“We have created the first pair of knickers that let you feel the passion of the game,” announced the voiceover in the ad.

READ: Rihanna’s Upcoming Lingerie Line Is Plus-Size Inclusive

The misogynist brand was launched on Thursday with a fancy ad, retailer Vicky Form have been blasted for the tacky idea.

“We have created the first pair of knickers that let you feel the passion of the game,” announced the voiceover in the ad

The clip begins with a couple talking, with the woman moaning: “He is sick, honestly he is sick.”

“He turns on the TV and nobody else exists. What’s wrong with him? Because of football?”

Then a female narrator adds: “Vicky Form have found the solution so that both of them get equally excited. We have created the first pair of knickers that let you feel the passion of the match.”

https://twitter.com/VickyForm_mx/status/1006360961060569089

It even conveyed the fact that “every year four million couples separate because of football”.

The advert earned the Twitterati’s wrath as complaints poured in to shun the product

“How sexist!!! Terrible idea. What a stupid idea to have done this!” – User Citlalli Aranda said.

Regina Guerrero posted: “We women also like sports. Not gender stereotypes.”

The company is hoping the campaign will pick up tempo on June 17 when the World Cup begins.

Also Read: Comedian Bharti Singh Nails It In Body Positive Campaign

Also Read: Body Shamers Should Mind Their Own Business, says Artist Kritika Trehan

Read More Stories By Ria Das

We request you to support our award-winning journalism by making a financial contribution towards our efforts. Your funds will ensure we can continue to bring you amazing stories of women, and the impact they are making and spotlight half the country's population because they deserve it.

By proceeding, you are agreeing to our Terms of Service .View our FAQs and Support page .