Clothes Make the Woman

A new campaign from Crispin Porter + Bogusky in Los Angeles is bound to raise some eyebrows, but the agency hopes it also raises awareness of a group devoted to help ing low-income women.

Print ads seeking donated business suits and other clothing include photos of larger women from the shoulders down, each dressed only in her bra and panties. Each ad includes the name of a profession such as “paralegal.” Text notes that a donated suit could make a huge difference for a woman on welfare. “What could she become if she had a suit?” the ads ask.

CP+B creative director Sally Hogshead said the work for the Miami-based Women’s Alliance is meant to be provocative. “We make no apologies. This is what real women look like,” said Hogshead. “We showed the work to the client, and they loved it.” She also noted that the women in the photo s are actual participants in the program.

Hogshead said she hopes the ads do stir controversy. “They have a small media budget, and we are trying to make the most of it,” she said.