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Fashion Ad Pulled of Models at 'Last Supper'

By Jeralyn, Section Media
Posted on Sun Feb 20, 2005 at 03:57:38 PM EST
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Can someone explain why this ad is so offensive it would be pulled in Milan?


'A tribute to women' ... The Last Supper advertisement for Marithé and François Girbaud

The Guardian reports:

The poster, by French fashion house Marithé and François Gribaud, is a version of Leonardo da Vinci's work with an almost all-female cast. Angelic-looking women clad in the company's "casual chic" pose around a long table as Christ and his apostles. One man, John the Apostle, sits on a woman's lap, his torso bare and jeans riding low.

The poster has been plastered on walls, billboards and magazines in New York and Paris for weeks. In Milan, where Leonardo's fresco is preserved and the influence of the Vatican is never far away, city authorities have banned it.

It's a play off the best-selling book, the DaVinci Code, "which suggests that the figure of John in Da Vinci's masterpiece is actually Mary Magdalen in disguise."

I think it's provocative and stylish. Italian companies have a history of provacative advertising...remember Benneton's ad with the priest kissing the nun? Or my favorite, Benneton's 2000 ad campaign, "We on Death Row" that was placed as a separate supplement in (now defunct) Talk Magazine? The interviews with the inmates were poignant and made the point that inmates are human beings too. Blowups of the inmates appeared on billboards all over town. It was an innovative means of having people stop and ask themselves, "Should we be killing people?" Sears pulled Benneton's merchandise from its stores due to the ads. I haven't bought anything at Sears since.

Back to the Last Supper. It's an ad. They're selling clothes. And attitude. It works. And even if it doesn't, you should support their rights of free speech and expression.

[Postscript: The Benneton ad is no longer available on the Internet. Lawsuits ensued. Some articles on the campaign and the controversy it generated are here, here and here.]

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    Fashion Ad Pulled of Models at 'Last Supper' | 31 comments (31 topical)
    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#1)
    by Talkleft Visitor on Sun Feb 20, 2005 at 04:30:53 PM EST
    I don't consider it particularly offensive, but then I'm neither a catholic or a 'christian'. Those who are might find it offensive that the last moments on Earth of their god are being lampooned by a has-been design house trying to stir up a little interest in its brand name. Which is a far better explanantion for why the ad was created and why it was pulled. And by the way: it's Girbaud, not Gribaud.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#2)
    by Talkleft Visitor on Sun Feb 20, 2005 at 05:12:34 PM EST
    I don't think it should be censored, but what planet are you living on that you can not understand why this would be offensive to some people? If you really do need an explanation, I think the comment by justpaul provided it.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#3)
    by Talkleft Visitor on Sun Feb 20, 2005 at 05:25:56 PM EST
    People probably find it offensive because women are in it instead of men. Showing powerful women is still a no-no. Showing women in power of a religious setting or organization is even worse. For those who think it offensive because of religious aspects, Buddha has been used as lawn/garden ornament and for this or that....that to some might seem offensive.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#4)
    by Al on Sun Feb 20, 2005 at 05:33:12 PM EST
    Don't confuse right-wing lunatics with Christianity. Of course it's offensive. Remember the story of Jesus kicking out the merchants from the temple? That's why. Using Jesus to sell jeans is just as offensive as using him to curtail human rights.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#5)
    by Talkleft Visitor on Sun Feb 20, 2005 at 06:29:35 PM EST
    The DaVinci code is to history and theology as X-Files is to physics and biology: entertaining improbabilities.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#6)
    by Talkleft Visitor on Sun Feb 20, 2005 at 07:33:03 PM EST
    jillian - Have you heard of the Virgin Mary?

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#7)
    by bad Jim on Sun Feb 20, 2005 at 08:14:05 PM EST
    Is the photo having fun with the seder in Gethsemane or with da Vinci's painting? Leonardo is fair game, after all. Even contemporary artists amused themselves with religious imagery, as for example Dürer's Christ-like self-portrait. Is this ad running into as much trouble in Rome?

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#8)
    by Talkleft Visitor on Sun Feb 20, 2005 at 08:54:59 PM EST
    Aww, 'christians' take time out from fighting wars, fighting AIDS with useless doctrine, and sexually assualting altar boys to be upset about a jeans ad... My work is done.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#9)
    by Talkleft Visitor on Sun Feb 20, 2005 at 09:11:16 PM EST
    It's offensive because the guy is wearing jeans. NO JEANS! Just him! All these centuries of naked women and clothed men, and this is supposed to represent some sort of social and political and theological advancement for women? Has no one been listening to the pope? Women are inferior in God's eyes! Naked men are good! Ask Michealangelo, not Da Vinci.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#10)
    by Talkleft Visitor on Sun Feb 20, 2005 at 09:44:38 PM EST
    Because it shows a guy without a shirt (presumably Jesus) surrounded by a bunch of anorexic models. Or is the girl in the middle supposed to be Jesus? In any event, everyone knows that Jesus died a virgin.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#11)
    by Talkleft Visitor on Sun Feb 20, 2005 at 11:19:26 PM EST
    I've always been amazed at how easy it is to offend Christians. If they are secure in their faith, then why would they give a rat's ass if someone else is mocking them?

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#12)
    by Che's Lounge on Sun Feb 20, 2005 at 11:36:06 PM EST
    Leonardo was a rather flamboyant individual for his time. I think he would have liked it. The ad is characterizing the painting, not the religion. Sorry all you reactionaries, but it's not about Jesus.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#13)
    by Al on Sun Feb 20, 2005 at 11:39:24 PM EST
    Old grizzly: I've always been amazed at how easy it is to offend Christians. If they are secure in their faith, then why would they give a rat's ass if someone else is mocking them? You're right, my admiration for Jesus is not limited in any way by mockery. But the mockery is still offensive. You can't offend someone and then reproach them because they're offended. I like Jesus. He was a rebel, he took on the Roman Empire and insisted on talking about peace and helping the poor. He was a brave man, even gave his life for what he believed in. He had some weird ideas about divorce, in my opinion, but nobody's perfect. Of course, the church he helped create became a tyrannical monster, and his name is used in vain today by people like George Bush or the evangelical crazies. But Jesus himself had nothing to do with this, and probably would have been horrified by the way some people have exploited his name. Don't knock Jesus. He was a good man.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#14)
    by BigTex on Sun Feb 20, 2005 at 11:58:47 PM EST
    The ad is characterizing the painting, not the religion. Sorry all you reactionaries, but it's not about Jesus. But it is Che. Th' paintin' is a depiction o' th' creation o' th' Eucharist, th' symbol o' all that Christianity stands for is found in th' paitin'. There's no better reminder o' th' life o' Jeses than th' last supper. It's where he created th' new covenant, and is where He commanded that bread be broken as a rememberance o' him. If th' picture wasn't a dipction o' a scene where th' meanin' o' th' event was t' be a rememberance o' Juses, then you may have a point. But given th' nature o' th' scene depicted in th' paintin' then it's not possible t' separate th' paintin' and Jesus for th' meanin' o' th' scene is fer memory o' Jeses, leavin' th' two inseperatable.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#15)
    by bad Jim on Mon Feb 21, 2005 at 02:09:35 AM EST
    Let's suppose the Christ-like center figure just asked everybody else "Why is tonight not like every other night?" The ad captures the moment at which they realize that cell phones won't be invented for another two thousand years.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#16)
    by Talkleft Visitor on Mon Feb 21, 2005 at 02:24:50 AM EST
    Wow. A beautifully-executed ad. Reminds me of artist Renee Cox's Yo Momma's Last Supper, which caused lots of controversy in NYC from the Catholic League and Rudi Guiliani. Personally, I’m not offended. But I like provocative art that makes people think and challenges the depth of our beliefs. I concur with Che that the “ad is characterizing the painting, not the religion.” Jesus’ name has been used by opportunistic politicians to “sell” voters and without too much outrage or censorship here in America. But I can see that symbols are powerful and maybe more so than words if you know much about Jungian psychology. Since some folks hold these icons as sacred, I can see why the ad has stirred them up especially so near the birthplace of so much Christian iconography. OTOH, depictions of the crucifixion of Jesus impaled upon the cross make me shudder at the harsh reality of what humans do to each other. It’s like an Abu Ghraib picture. Too violent for me to symbolize Christ, especially in light of the positive message Jesus taught. However, I wouldn't censor its use (obviously Christians don't), but I am amazed that such a violent-looking symbol is accepted so freely, embraced, and revered. Odd, that. From a marketing standpoint, the ad works in getting high impact attention. I also agree that I think da Vinci would like this ad. "Imitation is the most serious form of flattery.” --TGM

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#17)
    by Talkleft Visitor on Mon Feb 21, 2005 at 06:11:46 AM EST
    The crazy thing about this picture is that it has enough women in it to be more accurate about the actual last supper than the original painting which shows no women at all. Anyone who knows about Jewish ritual meals knows that women prepare them, and women light the candles and say the opening prayers. There is no way the last supper would have been an all male event. So this is a good start at changing that perception. Too bad some people can't have open minds to see a different side. An this is one of the tamer sets of clothes to be modeled as well. Most are very tasteful and modest. I think Jesus probably would have liked this 'Last Supper'.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#18)
    by Talkleft Visitor on Mon Feb 21, 2005 at 07:52:44 AM EST
    ...entertaining improbabilities...
    but well within the realm of possibilities. if the mind can conceive it, it's possible.
    In any event, everyone knows that Jesus died a virgin.
    do we know that, i was always under the impressions "only the people present actually know what goes on behind closed doors", but i lack the necessary faith to believe all that i'm told, unquestionably.
    Don't knock Jesus. He was a good man.
    the error appeared to have occurred in the zealousness for the man, as opposed to his message
    ...But I can see that symbols are powerful and maybe more so than words...
    powerful enough that they were forbidden. Protestant version: 2. Thou shalt not make unto thee any graven image, or any likeness of any thing that is in heaven above, or that is in the earth beneath, or that is in the water under the earth: Thou shalt not bow down thyself to them, nor serve them: for I the Lord thy God am a jealous God, visiting the iniquity of the fathers upon the children unto the third and fourth generation of them that hate me; And showing mercy unto thousands of them that love me, and keep my commandments.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#19)
    by desertswine on Mon Feb 21, 2005 at 08:25:58 AM EST
    There is a "paint by numbers" version of the Last Supper that is far more objectionable than this ad.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#20)
    by Adept Havelock on Mon Feb 21, 2005 at 08:47:35 AM EST
    I thought Mel Brooks was supposed to be in the background of that picture. Another nice version http://www.redsoxsupper.com/ Didn't offend me in the least, but I've never been one to get bent out of shape over a symbol.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#21)
    by Adept Havelock on Mon Feb 21, 2005 at 08:51:22 AM EST
    Whoops. Here's the working link I meant to include. What Would Johnny Damon Do-WWJDD?

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#22)
    by Talkleft Visitor on Mon Feb 21, 2005 at 11:27:09 AM EST
    Dear Gay Millionaire I think that first century Christians would agree with you. They probably viewed the cross as nothing more than the preferred form of roman execution. Christians today see the cross also as a extremely violent symbol, but it reminds them of the punishment they deserve but don’t have to endure. Sincerely BurgerBoy

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#23)
    by Talkleft Visitor on Mon Feb 21, 2005 at 12:04:34 PM EST
    As a Roman Catholic, I do not take any offense by the creative representation depicted therein. I know that some of my bretheren take exception to this; but I do not see any profanity in it (i.e. Depiction of the Virgin Mary smeared in excrement etc.). Its been said, that inmorality is that which will bring shame on to you, when other people find out what you have done. For that reason, the definition of inmorality is somewhat elastic. What brings shame to someone, will not to others. Though racy, the depiction above, does not pass my inmorality test.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#24)
    by jondee on Mon Feb 21, 2005 at 04:37:36 PM EST
    Few realize how many pallid, bulimic,and,absolutely-fabulous-looking women there were in the first century..

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#26)
    by Adept Havelock on Mon Feb 21, 2005 at 08:15:03 PM EST
    And if the Ad didn't exist...."Demohypocrates" would still be here trolling.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#27)
    by Johnny on Mon Feb 21, 2005 at 10:42:29 PM EST
    Big whoop... A clever play on a mediocre painting. Cry me a river. Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#28)
    by demohypocrates on Mon Feb 21, 2005 at 11:05:31 PM EST
    The ad is clever and the Last Supper is mediocre. Nice perspective. [Ed. this commenter is limited to four comments a day.]

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#25)
    by demohypocrates on Mon Feb 21, 2005 at 11:07:20 PM EST
    If the ad mocked a painting of the holy, sacred, peaceful Mohamet slicing the heads off infidels to hawk cutlery, the left would issue a fatwah against the ad's sponsor. If an ad was patterned after a Suasan Boulet paiting showing Indians seated in a circle smoking a Marlboro, the scalps of the ad's sponsor would hang on moonbat walls. [Ed. this commenter is limited to four comments a day.]

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#29)
    by Talkleft Visitor on Tue Feb 22, 2005 at 09:17:41 PM EST
    As a Catholic, I hold the institution of the Eucharist to be supremely sacred. Any offense I might take in a parody of the most central aspect of my life has less to do with insecurity of faith than it does with the value I place on Christ's Body and Blood. Imagine the thing you hold most precious and most dear. Imagine the one thing for which you have genuine reverence. Something that sincerely moves you. Then imagine someone tearing it apart, turning it inside out, and splattering it on a subway wall. And for what? To sell "casual wear." Offense at the image is not a sign of feeling threatened. It is sorrow that another person values so lightly your sole reason for being.

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#30)
    by Talkleft Visitor on Sat Feb 26, 2005 at 09:17:38 AM EST
    "Showing powerful women is still a no-no." huh? anyone who says the Catholic Church believes women should have no authority should just remember how much the Church reveres Jesus' Mother, Mary. She is considered *THE* greatest saint. and some of the greatest artwork of the Rennaissance was created to express that. and who would stand for this kind of mocking depiction of Martin Luther King Jr, or any blacks who fought and died to stop oppression? and yet we allow mockery of Christianity's founder, who was fully innocent. yes, the Crucifixion still continues...

    Re: Fashion Ad Pulled of Models at 'Last Supper' (none / 0) (#31)
    by Talkleft Visitor on Thu Mar 10, 2005 at 10:32:30 PM EST
    Why are people worried about christ when christianity has made millions go naked in Chile, UK whereever it has spread due to its corporate culture. Why are people in EU and US still beliving in a so called SON of GOD who could not reform the world when he was living and who has created a religion which has bought misery to the world in all forms slavery, wars, child abuse (read Old Testament). Come out of this mind set of a crucified man and portray this man in some better form like the one done in France. Regards

    Fashion Ad Pulled of Models at 'Last Supper' | 31 comments (31 topical)