What’s sexy?

Well, for everyone it’s a different cup of tea and the folks over in advertising land are no exception. Their creative juices have to flow and sometimes what we associate with sexy, for some completely is completely different.

Recently German lingerie retailer, Liaison Dangereuse, released an advert with a load of sexy curves, eye kohl and a niqab.

The advert starts with a brunette woman stepping out the shower and you hear mild Middle Eastern music playing in the background as she applies her makeup. We see her apply mascara, step into high heels, peel on her black lingerie, garters and stockings. The camera pans and we witness the woman admiring herself in the mirror, spinning around and modeling the lingerie she’s wearing for herself.

Up until then, the advert seems pretty typical and far less raunchy than anything Victoria Secret’s and friends ever put out. The advert for Liaison Dangereuse seems pretty typical of, if not less flashy than, some underthings companies.

However, within a few seconds the advert quickly jumps into the woman throwing on a niqab. The audience sees the woman getting ready to go out into the street with only her mascara-clad eyes visible.

“Sexiness for everyone. Everywhere.”

Watch the clip here:-

Make no mistake, the advert is daring and risque considering it’s target audience.

However, I love that this advert sends a positive message to women that: no matter what you look like, sweatpants, tartans or a burqa — you too are sexy.

A woman’s identity and self-worth isn’t defined by the clothes that she wears and her outward appearance.

However, the advert has come under a lot of scrutiny because some people are saying that the advert links the way that Arab women dress with sexuality rather than morals or virtue.

The flip-side to that argument, however, is that Liaisons Dangereuse is just like Agent Provocateur — they sell nice looking naughty undergarments. So that being said, it is highly doubtful that they were aiming to go the wholesome route.

Now, the other side to that, is that while we know what Liaisons Dangereuse was aiming for, and the purpose of their direction, did they take it too far? Or are some people just over-reacting?

What if this was a woman who was a nun? Or a temple virgin? Perhaps a Hasidic Jew?

Interestingly enough, and something to think about, the women in the advert stops at a door and the advert ends. Liaison Dangereuse could use this to their advantage by creating a sequel to the advert showing where the woman goes or who she goes to meet etc. Does she have friends? Are they the same? Is she married?

The way that the advert ends leaves a lot to be desired and certainly a lot for the advertising executives to play with should they so choose.

It’s certainly worth a thought.

So is the Nudity and a Niqab advert offensive?

Worthy of applause?

Or pushing the envelop to open the doors for similar things?

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Sasha Muradali runs the ‘Little Pink Book’ . She holds a B.S. in Public Relations from the University of Florida with a minor in Dance (’07) and an M.A. in International Administration from the University of Miami(’08). She loves Twitter and all things social media, so you should find her @SashaHalima or get a copy of the ‘Little Pink Book’ delivered to your Kindle.

Copyright © 2009-2010 Sasha H. Muradali. All Rights Reserved.