Belarusian lingerie maker Mark Formelle has responded to accusations of sexism by presenting a new promo video featuring half-naked male sewers.
In the advert, a female manager comes to check how is the work coming along in the shop and sees bare-chested men who sew, iron and wrap ladies’ underthings up.
The video has become a kind of response to the company being criticised of using the stereotypical images of women as sex objects.
“Mark Formelle makes dream lingerie with love and affection. Usually the production process is left unattended – one sees only the output of our work. We have decided to lift the veil of secrecy and film a video in our hottest shop,” the company commented on the commercial.
