Harnessing the power of the sun/catastrophic climate change/women’s bodies to advertise bras?

// 15 May 2008

solar braBra-maker Triumph International is “demonstrating” the solar-powered bra. By “demonstrating”, of course I mean “shamelessly hopping on the green bandwagon for PR, because bras are worn under clothing and therefore not actually good collectors of sunlight” – as Treehugger and, well, even Triumph point out.

Those weird little plastic pockets? Beverage containers. Yes, this is the lingerie equivalent to a beer hat. Are they meant to go on the other side of the cup?!

So… what is the point of this? You’d think the idea is was to promote Triumph – and yet… doesn’t the contraption look sort of awful? Maybe it’s meant to convey “this company is silly and quirky, and doesn’t take itself seriously”. I’m just confused. I guess any excuse to parade around scantily clad models? Women’s bodies selling green initiatives, green initiatives selling lingerie?

Have Your say

To comment, you must be registered with The F-Word. Not a member? Register. Already a member? Use the sign in button below

Sign in to the F-Word

Further Reading

Has The F-Word whet your appetite? Check out our Resources section, for listings of feminist blogs, campaigns, feminist networks in the UK, mailing lists, international and national websites and charities of interest.

Write for us!

Got something to say? Something to review? News to discuss? Well we want to hear from you! Click here for more info

  • The F-Word on Twitter
  • The F-Word on Facebook
  • Our XML Feeds