A Controversial New Ad Shows Female Tech Founders And CEOs Coding In …

August 27, 2014 by admin
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ada collection lookbook

With its brand-new Ada Collection — named after Ada Lovelace, the world’s first computer programmer —underwear company Dear Kate is taking a rather non-traditional approach to advertising.

The lookbook for the lingerie line shows six prominent women in tech posing with computers and code and wearing nothing but their underwear.

ada collection lookbook

Dearkates.com

The photos are meant to be empowering, complete with quotes from the women about their roles in the tech industry.

Dear Kate founder and CEO Julie Sygiel said she intentionally placed the models in the workplace. The shoot took place in Refinery29′s New York City headquarters.

“I think a lot of traditional lingerie photo shoots depict women as simply standing there looking sexy. They’re not always in a position of power and control,” Sygiel said to TIME. “In our photo shoots it’s important to portray women who are active and ambitious. They’re not just standing around waiting for things to happen.”

ada collection lookbook

Dearkates.com

ada collection lookbook

Dearkates.com

ada collection lookbook

Dearkates.com

ada collection lookbook

Dearkates.com

But some people have found the campaign offensive, with feminists arguing that the photos place emphasis on looks in an industry that is already fraught with sexual abuse and misogyny.

“Posing in your underwear undermines the message that you aim to be taken seriously as a technologist,” Elissa Shevinsky, CEO of Glimpse Labs, said to TIME.

On the other hand, Skillcrush cofounder and CEO Adda Birnir said she didn’t think twice when Dear Kate asked her to participate in the photo shoot.

“I think its an amazing company that has a truly integrated, feminist point of view and I wanted to help support them in everything they do,” Birnir said to Business Insider. ada collection lookbook

Dearkates.com

She says the controversy is interesting and surprising, adding that it creates a conversation that is important to have.

“I think the thing is that all women have bodies and wear underwear and have to deal with all the mundane as well as cultural/political things that come with walking around in a female body,” she said. “We aren’t either women who pose in underwear or women who code or women who are attractive or women who are unattractive or women who are sexual or women who are CEOs. We are all the things at once, and it’s confusing and messy and complicated and often annoyingly at issue, but not dealing with all those different facets isn’t a viable solution.”

Rebecca Garcia, founder of Geek Girl Web, didn’t expect the shoot to be so controversial.

“I think highlighting women and their careers, their background stories like Dear Kate has done is important for women to see others like themselves that they can relate to,” she said to Business Insider. “ It’s body positive and inspiring and I’m excited to be a part of the lookbook.” ada collection lookbook

Dearkates.com

She says that discrimination is a very common occurrence in her industry.

“I’m friends and acquaintances with several women who have been affected by sexism in tech,” she said. “I have faced discrimination, ageism, not being taken seriously as a programmer, and I think this shoot helps to normalize the idea that women can be comfortable in their own skin and be in technology.” ada collection lookbook

Dearkates.com

Birnir sees the campaign as just one step in a process to achieve gender equality in tech.

“I don’t think any one thing can fix anything.We need more women in C-level positions. More women starting companies. More women making millions. More women in office. More empowered images of women wearing lingerie,” she added. “I just think that the answer isn’t to deny that as women we have female bodies that are beautiful and to be celebrated in addition to our brains.”

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Gisele Bundchen shows off new lingerie in her home country of Brazil

August 27, 2014 by admin
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By
Justin Enriquez for MailOnline

Published:
02:22 EST, 27 August 2014

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Updated:
04:43 EST, 27 August 2014

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When it came to modelling her new lingerie range, there was only one candidate.

And so Gisele Bundchen happily stripped off to advertise her designs for the cameras.

The 34-year-old beauty celebrated the launch of her latest intimates line in her home country of Brazil on Tuesday.

Scroll down for video…

Beautiful businesswoman: Gisele Bundchen, 34, celebrated the launch of her latest lingerie range in Sao Paulo, Brazil on Tuesday

The former Victoria’s Secret Angel displayed her new range for the event that took place in Sao Paulo and even donned one of the garments herself.

She showed off her still stunning model frame in a lacy white sleeveless and strapless number that accentuated her long legs.

The statuesque beauty completed the look with a pair of strappy light brown leather stilettos as she poased for the cameras.

Gisele had natural, complementary make-up on her face highlighted by a swipe of shiny pink lipstick and wore her blonde locks into waves flowing over her shoulders.

Sexy and savvy: The blonde beauty showed off the new Giselle Bundchen Intimates line and even donned one of the pieces of the collection herself

Wonder in white! Gisele donned a short sleeveless lacy number that accentuated her long legs

The veteran model posed with her leg up and held up a peace sign as she winked while standing next to a display featuring bras, panties, and night gowns from her new line.

The Brazilian stunner even took time to take selfies with some of her fans in attendance as many of her followers jumped at the opportunity to pose for a photo alongside the beauty.

One person not seen on the big outing, however, was her 37-year-old professional American football player husband Tom Brady as he gets ready for the start of the NFL season.

Now that’s a saleswoman!: The wife of NFL quarterback Tom Brady posed with her leg up and held up a peace sign as she winked

Looking good: The Brazilian beauty stood next to a display featuring some of the sexy undergarments including bras, panties, and nightgowns

The mother-of-two has proven to be quite a business woman as she was named as No. 5 on the 10 most powerful businesswomen in Brazil list by Forbes last year.

According to the American business magazine, products that bear her name including her lingerie line and Ipanema sandals, generate roughly $1billion in sales.

Not only does she collect a percentage of those earnings, but she also gets paid from lending her image to Chanel, David Yurman and PG.

Where’s Tom?: As her professional athlete husband is getting ready for the upcoming American football season, he didn’t seem to be in attendance but Gisele took the time to pose with a male friend

Friendly to fans: The model and businesswoman even took time to take selfies with followers at the event

Successful: No doubt it was a thrill for followers to take photos with Gisele as she was named by Forbes as No. 5 on the 10 most powerful businesswomen in Brazil list last year