Creativity

Cosmo Creates a 'Car for Women' -- and the Internet is Seething

A 'Tribute to Modern Women?' or a Patronizing Gesture?

By Alexandra Jardine. Published on Sep 16, 2016

Editor's Pick

Cosmopolitan has teamed up with automaker Seat to create a car designed specifically for women -- but not everyone out there approves.

The purple car, named the Mii, is described by Seat global marketing director Susanne Franz as "our most feminine car" and "a tribute to the modern woman." It's also said to be designed specfically "to meet women's needs in terms of daily usage."

But while this might have been fine 20 years ago, the internet was quick to react with jibes, with many accusing the launch at last week's #FashFest event in London of being patronizing. Comments on Twitter range from: "Now finally women can drive themselves! Why has it taken so long! Does it have a tampon holder?" to "Aren't all cars for women, or just "cars" as I usually call them?"

With other advertisers these days catering for strong, independent women in their campaigns (such as what we've seen recently from the likes of H&M), the move seems like something of a throwback.

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About

Credits

Date
Sep 16, 2016
Client:
Seat/Cosmopolitan

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