Gisele Bundchen's 'sexist' underwear ads spark fury among women in Brazilian government

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She's the richest supermodel in the world, earning 27million of her own money in the last year alone.

So Gisele Bndchen, a working mother-of-one, is hardly the poster girl for mysogony.

Yet several female members of the Brazilian government have called for her latest lingerie campaign to be banned, branding it 'sexist'.

Sexist? Several female members of the Brazilian government have called for Gisele Bndchen's new lingerie ad to be banned following viewer complaints

The ads for Hope underwear aired last week and feature a half naked Gisele, 31, confessing to her other half that she crashed his car, maxed out his credit-card and invited her mother to come and stay.

The voiceover suggests the only 'correct' way to deliver the news would be by stripping to your underwear and 'using Brazilian charm' to cushion the blow - with the tagline 'Hope teaches.'

Government officials from the women's secretariat in Brasilia released a statement denouncing the TV spots after receiving complaints from outraged viewers.

The ad features Gisele using her 'Brazilian charm' to deliver bad news to her other half

The statement said: 'The model, Gisele Bndchen, encourages Brazilian women to use their "charm" to lessen possible reactions from their partners.

'The campaign promotes the misguided stereotype of a woman as a sexual object of her husband and ignores the major advances we have achieved in deconstructing sexist practices and thinking.'

The complaint comes after the fir! st femal e President, Dilma Rousseff, was elected in Brazil less than a year ago - a positive sign for women fighting for equal opportunities in the country.

Hope defended the campaign claiming the ads were never meant to be deemed as sexist.

Sandra Chayo, the company's director, told The Guardian: 'Gisele can testify that all of the situations shown in the campaign arejokes about daily life (and) in no way should they be taken as being depreciative of the feminine figure.

'It would be absurd for us, who makea living off the preferences of women, to do anything to devalue our main consumer.'

Gisele also launched her own collection for the brand, Gisele Bndchen Intimates, on the catwalk in Sao Paulo in May.


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