Jack Wills did a rudie.

Jack Wills Latest Catalogue Preview

Inappropriate or what?

It's not as if they're even sexy underwear. The 'fabulously British' label seems to have rudely mistaken itself for some sort of Anne Summers wannabe. Somehow, I don't ever think that that will be the immediate association with the mention of the words - Jack Wills. It's the antithesis of what it stands for: country living, quintessentially British, high quality, meticulously crafted clothing.

I have to ask Jack, what is with the tack? I just dont geddit. It doesn't suit your wholesome image.

Adding fuel to the fire, the above image is not the only one being branded as "overtly sexy" and "offensive". Nineteen people complained about a total of four of the pictures in its latest spring catalogue, stating that the images "were unsuitable for a catalogue targeted at teenagers.” Jack’s response? "The brand is aimed at university students over the age of 18." What with the slogan ‘university-outfitters’, this essentially bears a degree of truth. But when thirteen year old teenagers are championing the label, head-to-toe, it poses the question; is the brand even aware of their consumer market? This latest campaign suggests not.

Jack Wills has a notorious reputation at my university. I was whole-heartedly, blissfully unaware of what Jack Wills even was, before October 2008. With it being in York, I expected it to be some sort of fine, one-of-its-kind tea room. The hype over some fifty quid, frankly hideous pyjama bottoms just baffled me.

It's the university campus uniform, an image idolised by my brother's year nine, non-public school girl friends. It epitomises mummy bought me this and daddy got me that. It is the ultimate symbol of a public school, country house, fox shooting upbringing i.e. look at all my cash. It is the perfect illustration of 'coporate whoring', to which we are all guilty of, no question about it but this is the extreme. It is essentially a fad teenage wannabe rahs are buying into for only literally, the words "Jack Wills Lacrosse Club", to be plastered across their chests, thighs and apparently now their boobs and derrieres. Have you ever played lacrosse? Do you even know what it is? Probably not.


I'd rather spend the £98 you forked out for, what is essentially, a puffa jacket, in Urban Outfitters.

Yes I would love to be clad, head-to-toe Chanel / Chloe / McQueen. BUT that's 'cos they're amazing clothes and to be honest, I don't even think it's a worthy comparison contemplating. Just to clarify I am not hating on the concept of 'The Brand.'


As the Telegraph so eloquently puts its; “Parents have been fist-pumping in protest, most likely because they've realised they have been forking out £59 for a hoodie only for dear Cammy and Hugo to get down and dirty in it.”

Tru dat.

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Helen,

X

Apparently, as it transpires, the photos are part of their pitch to the American market where it faces tough competition from the likes of Ambercrombie & Fitch, Hollister and other 'hoody and tee giants'.
How to fight off this competition? Sell 'sex' obvz.