Lee Jeans Campaign Called Too ‘Porn’ for Aussies

GREENSBORO, N.C. — Facing mounting pressure from Australian family groups and child advocates, VF Corp., the maker of Lee jeans, is in the hot seat for an ad campaign featuring underage-looking models in sexually explicit poses.

The campaign, which has not yet been published, features images of female models in poses intended to look like porn shoots, although the models are clothed in the latest denim fashions from Lee Jeans.

The Australian Childhood Foundation is claiming the campaign is “dangerous and disturbing” and too closely suggests child pornography, oral sex and prostitution.

ACF’s CEO Dr. Joe Tucci – joined by The Australian Family Association – is calling for a ban. The Advertising Standards Bureau is reviewing the request but said it cannot interfere until the campaign has launched and it receives complaints from consumers.

The ads were scheduled to appear in teen magazines such as Oyster Rush and Yen and on citywide billboards. The photo series was shot by American fashion photographer Terry Richardson

Lee Jeans’ is not the first clothing company to skate the fine line between photo content that is considered acceptable for mainstream ad campaigns and that which is too explicit. Calvin Klein got a backlash of media attention in the 1980s for featuring a 15-year-old Brooke Shields posing for a jeans ad. Klein followed that with a controversial nationwide television and ad campaign for Calvin Klein jeans and fragrances in which underage models were used in suggestive poses and circumstances.

At the time, Klein defended his campaign as mimicking “picture set” pornography of the 1960s.

Other companies that have elicited outcries over controversial fashion ads include American Apparel for its portrayal of the alt-porn look, and Abercrombie & Fitch for its famous orgy ad and other so-called explicit ads featuring underage-looking models.

A representative for Lee Jeans admitted that the campaign was “risqué” but felt the images aptly portrayed today’s youth culture. He also asserted that no one under age 20 was used in the campaign.

"Sexuality is part of human nature,” Lee Jeans’ Richard Bell told the local press. “We're showcasing sexuality in its most beautiful light. It's certainly not about being derogatory to women.”

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Blush Debuts 'Dream Crush' Vibe

Blush has introduced the Dream Crush mini-vibrator from its Play With Me collection.

Vush, Kayla Jade Collab for Pleasure Product Collection

Sexual wellness brand Vush and performer Kayla Jade have partnered for a limited-edition line of pleasure products.

XBIZ Expo Debuts New '3D' Hybrid Show Format, Set for Jan. 8-12

XBIZ Expo, the premier business-to-business event exclusively for product manufacturers, retail buyers and the broader pleasure community, will return this January with a new hybrid format designed to give qualifying participants more ways to conduct business.

Doja Cat Gives Nod to Motorbunny

Doja Cat has given a nod to Motorbunny in a social media post.

Full Circle Debuts 'My Buddy' Anal Vibe Collection

Full Circle has introduced its new My Buddy collection of anal vibrators.

Lovense 'Gemini' Spotlighted on Wired.com

Lovense’s Gemini nipple clamps have been spotlighted on Wired.com.

Rocks Off Debuts 2 Rechargeable Bullet Vibes

Rocks Off has introduced two new rechargeable bullet vibrators.

Little Leaf Agency Expands to Spanish Market, Names Danni Llapart New PR Executive

Little Leaf Agency has expanded its territory to include the Spanish market and named Danni Llapart as its Barcelona-based PR executive.

ToyChats Taps Cam Jennings for Director of Business Development

Pleasure product review website ToyChats has hired industry veteran Cam Jennings as its new director of business development.

Onahole Debuts New 'Warm Mouth of a Swimsuit Girl' Stroker

Pleasure brand Onahole has introduced its new Warm Mouth of a Swimsuit Girl stroker.

Show More