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Can you imagine a mafia boss advertising the latest Manolo Blahnik shoes? Or one of the leaders of the gun industry stepping into the fashion world? On the catwalk even?
Apparently, Loewe does. Bullfighting may not be as powerful and dangerous as those two examples, but certainly does a lot of harm, not only to the tortured, innocent bulls, but to the whole Spanish population.
In their attempt to steer the brand's classic values towards the future, the famous company has taken a huge step backwards against animal rights in Spain: the bullfighter Cayetano Rivera is their new global image!
Rivera, who has previously appeared on the catwalk for Giorgio Armani, will personify their new fragrance, Loewe 7, and will also advertise Loewe's men's accessories and ready-to-wear.
Why did they choose an animal killer? According to Loewe 'style, pedigree, beauty and elegance are the attributes shared by Loewe and Cayetano Rivera, which is why the luxury brand set its sights on the bullfighter to advertise a fragrance that is about both tradition and modernity'.
In a perfect world, this campaign would be a total failure. Christmas is getting closer and most of the present buyers o frivolous, trendy people won't take into consideration what they are really buying. They'll just focus on the product or how hot it is the man who personifies the fragrance.
Loewe has not the best record as far animal awareness is concerned: they are the icon of luxury leather goods. International financial crisis, for another thing, doesn't seem to affect them. The company's earnings rose 7.5% in 2009, to reach %u20AC 115.19 million, as a result of global expansion, especially in China. Nearly half this revenue was generated in Spain, which accounted for 36.5% of the total. Loewe operates 150 shops in 35 countries.
Loewe is ambitious, but so is justice, common sense and the worldwide fight for animal rights. This company is definitely asking for a boycott. Currently, Spain is going through a critical moment, a breeding ground for all the changes that we are so desperately hoping for. Every decision or step is crucial
Bloody, cruel and obsolete bullfighting and everything that stands for, has no place in society, culture or fashion, and certainly, has no place in the future of any civilised country. A bullfighter will never be a good role model (no matter how attractive their physical attributes are). EVER.
Please, sing this petition, boycott all their products, share this information and post on their web (you can choose your own country's): Murder is not sexy and neither is Loewe adding a link to this petition. You can also post your own comment!
Loewe Spain http://e-shop.loewe.com/contact.aspx
Official web http://www.loewe.com/
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