Anthropologie posted a reel Wednesday on Instagram featuring a man with a shaved haircut dancing around while trying on a variety of women’s clothing. In one shot, the man twirled around in a skirt, exposing his underwear.
Backlash and negative comments were so extreme that the social media team turned off comments on the reel. However, furious fans simply started commenting on a different reel.
View this post on Instagram
“Pathetic to turn off comments. Way to silence the voices of the actual women who shop and wear your clothes. Hope that dude and his friends will come shop because I have a feeling you just lost more customers than you gained with this one,” one commenter wrote.
“Seriously? I don’t want to see a man’s bulge as he’s twirling in a dress. This is not the way to go Anthropologie. Looks like my recent purchases are going back to the store,” wrote another.
“At what point will companies figure out who their target audience is?? You guys obviously didn’t see what happened with Bud Light? Does anyone ever ask why it is we are always seeing men wanting to be women, dress as women??? Funny I haven’t seen one men’s clothing company go after the trans men market. Things that make you go hmmmm,” a third commenter agreed.
“I’m so sad this is how you’ve chosen to represent your brand and women,” another person wrote. “My daughters and I thought of so many ways you could’ve highlighted women in your ad campaign such as abuse survivors, veterans, women who’ve started non profits or given back to their communities, cancer survivors, teachers, mothers, sisters, friends, the list goes on, and on, and on. So. Many. Choices!! I have loved your store for as long as I can remember, and I’ve now unfollowed you and will spend my money elsewhere. Just sad, for women everywhere!”
Major brands have recently been using male models, including trans-identifying individuals, to market women’s apparel. Nike recently partnered with transgender TikTok influencer Dylan Mulvaney for a campaign to sell sports bras and women’s activewear.
Instagram star Bri Teresi publicly disavowed lingerie brand Honey Birdette after the company posted photos on its social media of “non-binary” male model Jake DuPree wearing a three-piece ruby red lingerie set. “Sad to see you guys jumping on the woke bandwagon! Once again, another thing taken over by men. Know your audience!” Teresi wrote of the campaign.
“As a model I can tell you that an actual woman has been robbed of a place because of a deluded diversity handout,” the Instagram star said. “That’s pure misogyny. Now more than ever, we must support businesses that support our values. Go woke, go broke.”