Jack Wills: Too sexy?

Some might say sex sells, but teen brand Jack Wills have been criticized for publishing highly sexualised images in its summer catalogue.

Many have been left in disbelief at the brands raunchy choice of photography for its spring/summer collection, in which in one picture the model is near-naked. Advertising watchdogs have demanded that the company withdraw the images immediately, as it is believed they are not suitable for its target audience. The photos in question show a young couple, both topless, kissing whilst being sprayed with water, as well as a group of other models skinny dipping at the beach.

Jack Wills have grown increasingly popular in recent years, after successfully tapping into a niche market focussing on university students, although the brand is growing trendier amongst teens as well.

In response the brand have refused the claims that their imagery is too provocative, and have instead described themselves as ‘hedonistic’.  They argued that they market their clothing for over-18’s and they only seek to mimic ‘the positive, fun and sometimes flirtatious’ nature of university life.

This is a fair claim considering the catalogues are only sent to customers who confirm their age either online or whilst in store.

However, The Advertising Standards Authority maintain that the images go a little further than ‘flirtatious’ and could be risky if seen by younger teens.

They stated: 'Because we understood that younger teenagers could have both direct and indirect access to the catalogue and because we considered (one of the images) in particular to be overtly sexual in nature, we concluded that the catalogue was sufficiently provocative as to present a risk to younger teenagers.’