Happy Valentines – Has Armani gone to far?
Hi there fashionista’s,
From what I’m reading and seeing everyone’s getting very hot under the collar regarding the new Armani Exchange ad campaign that’s going to be launched on Valentines Day. Why? You may well ask! Well the ad’s contain same sex couples embracing, behind a campaign slogan of ‘share the love‘.
We have always known sex sells fashionista’s. Daily we are bombarded visually by sexual images, so why has the American public reacted so aggressively to this campaign? Is this campaign promoting homosexuality? Or is this campaign embracing the multi faceted and diverse world that we live in today? Is this campaign corrupting our children and family values? Or is this campaign trying to send out a message of acceptance? (Similar to the Benetton campaigns in the late 80′s early 90′s showing ethinically diverse males and females). The questions go on and on……..
You tell me Diva’s! I’m with holding my comments till I get a few from you
Have a look at: http://www.armaniexchange.com/
Looking forward to the discussion, leave a comment or two or three 
Talk soon
Shaz
Tags: ad campaigns, Armani Exchange, celebrity, designers, fashion, models
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36 Responses to “Happy Valentines – Has Armani gone to far?”
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Hey Shaz,
I thought the ads r ok, nothing shocking. basically VD is 4 e’one which is fair they just want to include everyone. In JA people r homophobic thanks 2 gov and religion. It is the 21st century. In JA people need to let other people be; I mean throwing stones at gay men is not acceptable. It is like what is worse, that they r gay or the fact y’all r acting like heathen.
If it’s ok to show men and women in precarious positions then we have to expenct in the millenia that this was going to happen – the invasion of gays pushing their lifestyle in our faces. Armani is gay so what did we expext like duh! some persons are pushing for it to be legal in America, when they have to hide this ad from their children, I am sure they’ll be thinking twice- it looks gross. I am thankful our society is holding its ground that its unacceptable.
thats not love, thats sex they are selling and I do not approve, but its the way of the world, what can I say , not gonna spend my golden years fighting all this stuff Happy Valentines
I believe the ad was ok. Love is what it is. Though some relationships, according to society and the Bible are “not right”, we still cannot ignore the fact that there are homosexuals everywhere and they are just as in love as any heterosexual couple. Its nothing new. Parents if u have a prob with the kids seeing it, u’ll have to take on the entire world because its everywhere.
Its the way of the world so if homosexuality isn’t a crime, I don’t see why this ad is an issue. To Derrick, in Jamaica more stones aren’t thrown at gays than at anybody else, stop giving people the wrong impression. As a society Jamaicans have taken a stand against it, which I think leaves no room for ambiguity. A clear position is the way to go and not the back and forth arguments that makes an ad such as this permissible, then open it for debate…
Homosexual behavior has always been condemned in civilized society. The garment industry is full of homosexuals. This ad is just another means of trying to push this lifesyle on the rest of us who do not condone homosexuality.Mr Armani is gay and in the advertizing world sex, especially lewd sex sells. The gay community, from wall street to the hood, is a very rich market and this is a profitable way to sell his behavior and make money simultaenously……………
THANK GOD THEY ARE ALREADY DEAD, WHO DO SUCH NASTY THINGS! HAVE ANYONE EVER SEEN PHOTOS/VIDEOS OF GAYS/LESBIANS PRACTICING THEIR ACTS? IT IS THE MOST DISGUSTING, SHOCKING AND FILTHY THING. PEOPLE IN JAMAICA, PLEASE TO GOD WE DO NOT ALLOW THIS NASTINESS IN OUR COUNTRY.
Solomon, what nastiness are you referring to? You cannot watch porn and then categorize how homosexuals express their sexual desires. Sex is sex. It is no different than how heterosexuals express their love. Please educate yourself and recognize that homosexuals are just as normal as you seem to think you are.
I am a lesbian and I’m not ashamed of who I am. What is so wrong with the campaign? There is a straight couple smack in the middle of it. The Caribbean on a whole needs to come off its soap box and allow people to live the life they choose.
I’m not asking for everyone to accept or agree with a homosexual lifestyle, but one can not persecute people because of their sexual orientation. All people have the right to live the way they want. Everyone deserves a fair chance to be happy, to love and to live their own life.
Give us a break and live your own life while we live our own. With any group of people, there are ‘bad apples’ but most of us are NORMAL people.
I have been reading what all of you guys have submitted, and I have still not seen where anyone has looked at this logically. Yes while we can agree that “Sex Sells” we cannot dispute the fact that in the end this is a business. If Armani’s clientele is comprised of both homosexual and heterosexual couples then why should his marketing strategies reflect only the heterosexual lifestyle? You should also realize that this ad was geared more towards the American and European culture where this lifestyle is widely accepted, so I’m sure they are not complaining this much;if they are its probably their kids being exposed to this type of sexual content that is really bugging them out…!
I dont understand the contents of the ad.even in it’s simplest form. gays should try to education the populace about their lifestyle because there is still a lot of sterotype surround it people just dont understannd what they are all about.
Dont just try to shove it down our throats, because we will vomit. And people will resent you even more and be turned off by your community show us your way in a different light then we will be more suceptible.
What’s the big deal? I see this and more every day. By the way I live in NY. No I’m not gay, and nor am I scared that gays will convert me. Yes I am from Jamaica. Peace and love for all.
Clearly america is not ok with this lifestyle. If so, why would they feel that their children would be at risk of exposure to this form of sexual expression. it is normal for people in the so called first world to hold two views on very important subjects like this. It is this equivocating which makes it all the more hypocritical when they criticize Ja for taking a stand.
The world is still not ready for a gay couple in an ad. however, it will be in the ads more and more because it is now a major part of television shows – even our favourites!
Homosexuality is deviant behaviour, it is not NORMAL, not NATURAL, it OBVIOUSLY goes against the normal and natural purpose of our created bodies. (Read Leviticus 18:22) Christians on whole should frown upon such behaviour. Note though that we take our example from Christ, by despising the sin, not the sinner. That being said, God will destroy sin and sinners in due time, the destruction of Sodom and Gomorrah serves as an example (Jude 1:7). My problem with homosexuals is no different from heterosexuals that refuse Christ. Sin is sin and I am deeply disturbed when someone say that it is NORMAL and there is nothing wrong with it. If the blind lead the blind they shall both fall into the ditch (Matt. 15:14). Finally after all the preaching and offering the joy that salvation gives, when persons reject it, when they choose to continue with their vile affections; God will leave them over to their reprobate minds (Romans 1:26-28).
Read Romans 1:16-32 for clearer context.
@Nick. “Sex is Sex” and that you are “Normal”. A normal person would never think of such rubbish! Sex in many species distinguished respectively as female or male. Having sex can only be with opposite sexes. God created male and female to marry and reproduce. Anything esle is abnormal. JAMAICA SAY NO TO HOMO!
Why are we even discussing the specifics of this ad campaign? Armani Exchange is not marketing in Jamaica. They are targeting a very specific audience in America- where popular perceptions of homosexuality are much more nuanced than they are in Jamaica.
As always we turn discussions like this into referenda on homosexuality. It is what it is. No one is forcing their “lifestyle” on anyone by having representations of homosexual relations in advertisements. That could only be true if it were possible for one’s sexuality to change easily- and we know that not to be so. Heterosexual children looking at these ads will remain heterosexual.
Nothing is wrong with making a personal stance against homosexuality, based on your religious/moral beliefs.The most intelligent activists understand that. What is not okay is for the government, and the security forces to take sides on such an issue, when they represent all Jamaicans- many of whom are gay. Gay people make countless valuable contributions to Jamaican society (mi naa kaal no name) and it is ridiculous how we objectify them as though they are foreigners to Jamaica.
I am gay. It’s great to see that gay people in some parts of the world have the ability to see representations of their sexuality in popular media.
I wasn’t able to find the pics on the website.
But I found them on the Huffington Post:
http://www.huffingtonpost.com/2010/02/08/armani-exchanges-same-sex_n_453579.html
I do not agree with homosexuality and believe it is wrong in many ways, but I also think it is wrong to attack people who choose that lifestyle. It seems like everywhere in the world it’s becoming a “fashion” to be gay or lesbian, which I find sickening. I don’t think it’s okay for children to grow up thinking that it’s a “normal” lifestyle and I don’t think we should be forced to look at it in advertising/commercials. That’s just my opinion though, because I believe in the traditional family…one man with one woman. ONE LOVE!
To Shawna; not many jamaicans are willing to try and understand the Homosexual lifestyle even if we try to educate them.(case in point the the way the jamaican populace responded to a Home Econimics book that simply highlighted the fact that homosexual families exist in certain cultures)This was a year ago. I was thoroughly disgusted at the level of ignorance that was displayed. We are an ignorant and barbaric society and unfortunately too arrogant to embraces changes. To the bible waving person who posted a comment; please understand that homosexuality is not the only “sin” that was cited in the bilble. We seem to think that we are in a better place morally than other society because we choose to avoid dealing with the issue of homosexuality, but in truth and fact we are no better than the people who committ genocide. Homosexuals are normal people who are more that often very productive members of society.
SO LET US BE!!!
He or she with out sins cast the first stone sex is so open now jamaica on youtube having sex so everyone can see it so don’t act as if there no gay people in jamaica pleas’s get real
Homosexual on this board admitted that it is a sin, yet they defends their “sin”. If someone is a peodophile, should they also defend their sexual orientation? People who committ sins and laws against God and the State must be punished, and so should all of you. Trying to make your sins righteous or acceptable, clearly means in itself that your “sins” are wrong. The world would be a better place without all of you. Nations that condone with this ‘s**t’, which it is, should send you all to some little exclusive island to live. YOU THEN BECOME EXTINCT, because you all do not promote reproduction. I will give my tax dollars for that!
Jamaica is still backwards which is still not shocking. Homosexuality exists everywhere even and dare i say especially in Jamaica! I can count at least 15 gay and lesbian people i know in jamaica living there right now, and i wonder how dem do it. Wake up jamaica, homosexuality is not a sin, killing gays is a sin or did we forget “thou shalt not kill?” for a christian nation we backwards. We should love each and everyone. Armani was not being provocative they were showing normal things!
I am unable to post the comment made by true jamaican as it breaks a number of the house rules stated in our editorial policy.
If there is nothing wrong with homosexuality then let us pretend that as of today the whole world will become homosexuals- No more artificially insemination or test-tube babies. What will happen to future generations? Oh, there will be none because it takes a man and a woman to naturally reproduce. It is not natural that is what is wrong with it. Nothing can come from that lifestyle but sin. I am not a sin free Christian, but I have to talk the truth as the Bible says it. My sin and their sin are spelled the same way, but they are still SINS. The only way to have your sins forgiven is to repent and turn from your sinful ways. You either stand by the Bible or leave it alone. You cannot defend sinners. I will continue to work on my problems while you work on yours. So on that notes I am proud to be a Jamaican and a Christian.
To Jammin, clearlily u are having some internal homophobia issues. How dare you talk about righteousness and God while saying that Human beings whom you dont know should be put on an island and i guess basically left to die! I hope when u are shipping off all those ppl you would start within your family and close friends cuz as i can reassure homosexuality lurks in every corner and your closest of family and friends may be committing this crime against God and State. Its one thing not to agree with someone’s lifestyle but to wish death and distruction upon other creatures who were created by the God that created u is a terrible sin. Thats what is called a crime against humanity and ppl like you should be punished for that. The sad thing about this is that those thoughts and crimes against homosexuals are propogated by the government and so called religious leaders. Whatever happened to the golden rule ” do onto others as you would have them do unto you” or “even love thy neighbours as you love yourself.” Thats the biggest issue i have with Jamaica, how can you profess to be a Christian nation and support hatred and anarchy against ppl? isnt that the reason christ came, to promote love for all?
My sexual Orientation doesn’t dictate the person i am nor does it limit my capabilities. For all you homophobes whom i have offended with my existence, if it makes you feel any better; im sorry for being born. honestly if i could have helped it i would have. I never asked to be spoken of in a negative way as how most of you guys are speaking, i never asked to be hated by my family, i never asked to live my life in fear, but i guess that was the fate handed to me and i might as well accept it!
fortunately, i have been able to escape all that persecution and i honestly feel sorry for my country men who have to go about their daily lives in fear of their own ppl. Such a shame!
Jamaicans are the biggest pretenders, fashion at its very core has always been gay. All major fashion designers are gay whether in or out of the closet. The most prominent gay lovers in the world are Mr. Dolce and Mr. Gabbana. We simply call them Dolce & Gabbana. Tell me what initials you see on sunglasses, belt buckles hats and clothes of Jamaicas biggest dancehall gay bashers….. DG …..
@ Jammin, please use some common-sense based on what you are saying about a sin being a sin. In the Bible, which you all quote so much lying is a sin right? “Thou shall not lie” is what I believe it says. Everyone lies, so are you saying all liars should be banished, and sent for extinction???!!!
Please resist the urge to compare pedophilia with homosexuality as the two are separate issues.
@ Solomon, not every woman and man want to reproduce, so are you saying that these men and women should not have sex with each other?
What about men and women who are infertile, are these people abnormal too, based on your definition? Because something is not the norm for you, does not make it abnormal.
Once upon a time, slavery was acceptable and was the norm for a society. Please make educated comments and be done with all the ignorance.
Homosexuality is here to stay and it has been in society, in Jamaica for a very long time. If you disagree with that lifestyle that is perfectly fine. We do not need you acceptance to be happy. We have our views and you have yours, so let us leave it at that.
Thank you Germaican Spice for your candid opinion on the matter. That is a fair judgement.
Thanks also to Lu-Yen, Summersun, Sowande and Fara for taking the time to comment.
All I really see in the ad is an accurate representation of the world we live in. And no, I’m not talking about the world as we know it in 2010…I’m talking about the world since Adam.
Everyone likes to pretend like gay people were just invented a few years ago and not by the creator himself! Why else would there be mention of adulterers, fornicators, thieves, and yes, gay people in the bible?!
On top of that, Jamaicans need to stop pretending like gay people just landed in JA two days ago…they’ve been here since the time of the Arawaks/Tainos and will always be here; unless the creator (yes, the creator) decides otherwise. So get off your dumb soap boxes and let people live their lives the same way you can live your life.
And by the way, does anyone SERIOUSLY think that people choose to be gay?! The same way a TRUE hetero male won’t just wake up one day and get aroused for someone of the same sex, I would think it’s safe to assume that a TRUE gay male won’t just get up one day and say, “Wow, I want to take that girl home tonight!” No one would choose to lose their job, their family and friends, be banished from the church, and walk in fear everyday of his/her life. WAKE UP PEOPLE! JEEZ….I’m so sick of people trying to tell other groups of people how to live THEIR life. Everyone should learn to live in peace…aren’t we all HUMAN?
Besides all that gravy though,if you take a closer look at the ad it’s the same guy and girl in all three pictures; their partners just change. Not that that really matters. It’s called selling the product. And yes, gay people and straight people wear clothes by Armani (GASP!)
And by the way, we don’t have to look overseas and act all haughty and innocent like the same thing doesn’t happen in JA, albeit through a hetero lens. Take a look at the calendars in our bars and homes and come back to me with an objective answer. Not to mention the fliers (or posters) that are strewn about on the streets or on light posts or in the buses with the bum exposed or short-shorts the name of the game. Where is all the clamour and excitement when those calendars and posters are released?! Oh I forgot, that’s called double standards: the end all, be all, in Jamaica.
@Nick, Sowande, Lue-Yen. What normal people are most troubled about is the lifestyle that you defend. Being on an exclusive island may be a solution, because you all will be happy and so would we. I seriously think that with all the famous and rich gays/lesbian, they should explore that option. I am not surprised all of you says nothing that makes sense. It is just sad!
I would like to respond directly to Talk di Truth’s comment, because he/she uses an overused and misinformed argument. There is no need to consider what will happen if every person becomes gay and lesbian because it will never happen! We need to cut out this foolishness that people can become gay. Your sexuality is not something you choose. If that were true Jamaica wouldn’t have gay people- I cannot tell you how many nights I went to my bed crying as a child, because of the homophobic venom spewed by my peers, making me believe something was wrong with me- that I was abnormal. I don’t know why you are so concerned about people’s reproductive capacity. If I could stop loving women today I still wouldn’t be able to love, or make love to men. I’m glad you have a moral compass to guide your life. I have my own. Do your thing and leave me to do mine.
As it is, all kinds of strange things do happen with the birth of humans – for example, babies born with a hole in the heart, etc. All efforts are made to correct the defect. Unfortunately, some people are born with other deviant defects – paedophiles, homosexuals. It is natural as it does happen, but it is not normal – just as a man or woman who is sterile. IT IS NOT NORMAL THOUGH NATURAL & abnormalities are not generally accepted, & in respect to the Bible, it is the homosexual ACT which is viewed in the extreme as a sin which is an abomination – not the person who is still to be loved.
Consider also the wonder of the human body where each part has a specific purpose, & is wonderfully made. Why do we want to incorrectly utilise a particular orifice?
Lady J, why do you care about how people use their “orifices”? You worry about using your correctly. Homosexuality is a description of a sexual orientation, not a way of having sex. Gay people love people of the same gender, and that is what we need to make a moral decision on, not what’s going on in the bedroom. You’d be surprised to know that the misuse of certain orifices, as you characterize it, does not only take place in homosexual relationships.
Further, let me ask you something. Are you only gay if you have gay sex? Being gay is about more than just who you have sex with, and how often, and in what way. It’s what you feel. It’s who you can fall in love with. Society has no legitimate purpose in proscribing that.
The opposite of normal, as in usual, does not have to mean ‘abnormal’… it is but a variation of the norm.
I have never seen a homosexual animal I think we can take a cue from the animals homosexuality will be right when homosexual couples male or female be start producing off springs !!!!!!!
To Dave, Humans are a more complicated specie.
You cannot compare the human specie to other species of animal when it comes on to sexuality. Evolution has put us at the top of the food chain for a reason!!Why do you all use the same lame argument of Reproduction againts homosexuality? It also can be argured that homosexuality is nature’s way of controlling the population. Look at countries like India, China and other south American countries who are extremely over populated. How many times have we seen children born without stable homes, children who were born to abuse, Children who are left to fend for themselves?
And we are concerned that the human race is coming to an end if homosexual humans are allowed their God given right to exist in this world? Thats a very played out and illogical argument, especially Heteros are spitting out kids by the douzen? Dave, here is proof that other animal species other than humans have displayed Homosexual tendencies.
http://en.wikipedia.org/wiki/Homosexual_animals
I would like to take this opportunity to address some of the comments that have been posted in response to the Armani Exchange same-sex advertisement. Some of you have made very strong points, needless to say your comments are just a reflection of your narrow minds and lack of knowledge on the whole idea of sexual orientation. I would like to ask a question of everyone who openly condemns homosexuality. How do you know that you are heterosexual? Do you have a natural attraction to the opposite sex or you only practice heterosexual behavior because the Bible tells you to? According to The American Psychological Association, the American Psychiatric Association, and the National Association of Social Workers sexual orientation can be determined as early as 5 years of age and many persons come to realize their orientation as early as age 11. I am pretty sure that all would agree that at such a young age when we are still developing spiritually and emotionally, why would we make a conscious decision to sin. Also if we did our research we would also see that there are vast arrays of sexual orientation; these include but are not limited to heterosexuality, homosexuality, bisexuality, asexuality and non- reproductive sexuality. For whatever reason, the uneducated seem to only concentrate on homosexuality and how wrong it is and we are going to hell. To that I say to you all see you there! I don’t want to take up too much of your time, but I would also like to address the statement that many of you argue with regards to homosexuality being unnatural because it is not practice by animals. Again that’s a statement without merit, research or proof. You don’t have to take my word for it so according to a 1999 review by researcher Bruce Bagemihl shows that homosexual behavior has been observed in close to 1500 species, ranging from primates to gut worms, and is well documented for 500 of them. This may seem outdated but a new review made in 2009 of existing research showed that Same-sex behavior is a nearly universal phenomenon in the animal kingdom, common across species. In addition I would also like to comment on the fact that we are quick to throw the scriptures in the faces of gay people. “The bible said a man should not lie with another man.” Yet still we all part take in sea food dinners with shrimp and lobster and not only that but we go about our daily lives wearing jeans and cotton T-shirts. So what happen to the scriptures that speak about eating shell less sea food or wearing garments of two different fabrics? So if I am going to hell, we will all be in the same hell. Besides I clearly remember a universal lesson of the bible stating that he who is without sin cast the fist stone. So the stone you aim at me you should be turning it to yourselves. Besides if I am in a loving relationship with someone of the same sex and I do well in my life and do good to others why should I be punished for that just because you can’t understand it or you don’t care to understand it and it is not the norm. Take the time to do your research before you are quick to chastise someone who is different from you. Remember just a few centuries ago we use to be chastised merely because of the color of our black skin. I had no choice in being born gay no more than I chose to be a man or be black.
I just love it when these “moral” Jamaicans get on their “moral high horses” and start to preach; it sets me laughing every time, this hypocrisy from these modern day Pharisees. They get out their Bibles as soon as they hear about homosexuality and their morality duppy tan up. Too bad. Yu coulda cite scripture likkle more, that will do nothing to change what is. Yu coulda preach like Paul, as mi granny used to say, gay people are here, they are queer, get used to it. When straight people do anything, somehow it is not being pushed down anybody’s throat. Some things need to be pushed down some people’s throat for that is how change comes. Change does not come by victimized group sitting down and taking from their victimizers.
I don’t get what all this drama is about. For good or bad we have all decided to allow people in developed nations to express their sexuality. Armani is just playing to the largest audience he has available to him. He has provoked much thought and much discussion whilst making many many dollars. Guess he’s smiling