Amsterdam-based clothing retailer Suitsupply is making waves with its saucy new social media campaign, dubbed “The New Normal.
Unlike the typical use of that phrase, which implies remote workplaces, social distancing and COVID-19 safety measures, Suitsupply told its Instagram users to “get ready to get closer” with images featuring models—some in underwear and others in its suits—lying on top of one another, aggressively swapping saliva:
According to a Suitsupply spokeswoman, the campaign is a kick-off to the coming spring season. Indeed, Suitsupply is one of a host of brands looking to a more optimistic season of consumer spending as vaccines roll out. The push will run on Suitsupply’s website, social media platforms and in-store displays. It was created internally, she says.
Though the strategy is racking up conversations and media coverage, many consumers are criticizing the, er, tasteless campaign. We’d recommend not taking a similar tack, but instead, focusing …