Clothing brand Joy hasfound itself in hot water after a number of its customers branded an email campaign "sexist".
Several shoppers and subscribers received the following email to entice them to purchase clothing in the run-up to Christmas:
The caption beneath the dress reads:
Show your boyfriend’s mum you’re the girl to take care of her little prince in beautiful dresses that scream marriage material. Knee length skirts exude class while respectable necklines mean father-in-law won’t have a heart attack when you lean across the table for a second helping of roast potatoes.
The passage did not go down well. At all.
Several people have called the campaign “awful”, and “embarrassing”.
One person volunteered to write Joy’s future emails, and many people are saying that they will no longer shop at the store.
Some have pointed out the satirical nature of the post, but the argument was quickly taken apart.
Will Wassenaar wrote:
The problem with writing something like this "ironically" is that... There's really no way to. You may be saying it because you think it's funny, but you're still saying it.
Over one hundred customers posted their ire on the company's Facebook page, but, at time of writing, Joy have not yet publically responded to the grievances.
Joy did not immediately return indy100's request for comment.