In a baffling move, retailer Yandy, known for its lingerie and Halloween costumes, unveiled a so-called “sexy” Handmaid costume for women this Halloween. A sexy Handmaid? This raises the question: who finds the harrowing reality of women trapped in a dystopian world of forced servitude and sexual slavery appealing? Clearly, the folks at Yandy have not engaged with Margaret Atwood’s The Handmaid’s Tale in any meaningful way.
Yandy promotes a motto of “own your sexy,” but it’s difficult to reconcile this with a costume that symbolizes the fight for women’s reproductive rights and bodily autonomy. The “Brave Red Maiden” costume description insists otherwise, claiming, “In an upsetting dystopian future where women lack agency, we encourage boldness and self-expression with our exclusive Brave Red Maiden costume, which includes a red mini dress, matching cloak, and a white bonnet.” Unfortunately, pantyhose aren’t part of the package—nor is the self-awareness that should accompany such a tone-deaf marketing strategy.
Naturally, the reaction from the public was swift and overwhelmingly negative. After enduring a barrage of criticism online, Yandy promptly removed the Brave Red Maiden costume from their site. One might think this indicated they were listening to feedback, but their statement regarding the removal was patronizing at best. They reiterated their commitment to “owning your sexy” and attempted to frame themselves as champions of female empowerment.
“In the past few hours, it has become clear that our ‘Yandy Brave Red Maiden Costume’ is perceived as a symbol of oppression, rather than empowerment. This was not our intention. Our inspiration stemmed from its recent use as a powerful protest image,” they stated.
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In summary, Yandy’s attempt to market a “sexy” Handmaid costume was met with widespread backlash, leading to its removal. Their subsequent justification failed to grasp the serious implications of the costume’s symbolism, highlighting a disconnect between their marketing and the realities faced by women.
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