Arama They Didn't

2:14 pm - 09/01/2012

Clothing ad promotes "Japan’s beautiful tradition", uses white people

Japan is a homogenous country to be sure, but a recent advertisement from clothing chain COMME ÇA ISM boldly challenges this mistaken stereotype that Japan is full of Japanese people.

It’s actually full of white people.

It all makes sense if you think about it. The business’ name is COMME ÇA ISM. Does that sound Asian to you? Not to mention a store would have to be crazy to run an ad featuring only white people to a nation full of Asian people – right?

The caption on the ad reads, “We should never lose Japan’s beautiful tradition, hemp clothing!” and at the bottom “Yes, Japanese Life.” Clearly, these statements describe the true nature of Japanese tradition and life – brooding Caucasian people with hemp.

Okay, clearly this is either some sort of ironic campaign, that few of us can understand, or perhaps, this is just a unfortunate juxtaposition as COMME ÇA ISM is well known for using white people in their ads.

source - Japan today
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niara_honey 1st-Sep-2012 06:27 pm (UTC)
mjspice 1st-Sep-2012 06:32 pm (UTC)
go_chan2011 4th-Sep-2012 01:20 am (UTC)
Loky the hottest villain alive~^_^
love_keiko 1st-Sep-2012 06:34 pm (UTC)
nice_vibe 2nd-Sep-2012 02:26 am (UTC)
unf hay boo
ulchick418 1st-Sep-2012 06:43 pm (UTC)
45s 1st-Sep-2012 07:19 pm (UTC)
this gif is so good.
calzonazos 1st-Sep-2012 06:50 pm (UTC)
and then people wonder why most japanese women are so obsessed with skin whitening
xanithofdragons 1st-Sep-2012 07:28 pm (UTC)
But white skin being a mark of beauty has been in Japanese culture way before they ever had contact with Caucasian people.
apneatic_melody 1st-Sep-2012 06:52 pm (UTC)
law_oneofmany 1st-Sep-2012 09:15 pm (UTC)
my thoughts exactly, doctor!
boncoup 1st-Sep-2012 07:12 pm (UTC)
comme ça = like that in french, for the people who are confused.

So that their name is ''like that ism.'' Jfrench(furench?) always makes me shake my head in disappointment.
ryokenshi 2nd-Sep-2012 11:57 pm (UTC)
lol ikr

At least they spelled it correctly.

(my friend once had a shirt supposedly of a French brand.....and the French on her shirt didn't make sense at all. I was like "it's an Asian brand TRYING to sound French" XD) /coolstory
stephie184 1st-Sep-2012 07:17 pm (UTC)

Edited at 2012-09-01 07:17 pm (UTC)
inurbed 1st-Sep-2012 10:16 pm (UTC)
perfect gif
45s 1st-Sep-2012 07:19 pm (UTC)

fukkthedumbshyt 1st-Sep-2012 08:24 pm (UTC)

Edited at 2012-09-01 08:27 pm (UTC)
senshicalico 1st-Sep-2012 08:55 pm (UTC)
They always have the creepiest ads. They had a ~store~ in my local Apita, and not only were their clothes basic as hell and way overpriced, but they had this giant 20 foot tall ad of a baby's face gurgling. (White, of course.) Not sure how that was supposed to make me want to buy their clothes when I was staring at it while eating my food across the way.
a_grumble_cake 1st-Sep-2012 09:06 pm (UTC)
That ad is certainly creepy... they look like they are all part of some incestuous doomsday cult.
sashwizzled 1st-Sep-2012 09:23 pm (UTC)
israfel84 1st-Sep-2012 09:30 pm (UTC)
xelloss_poo 2nd-Sep-2012 12:00 am (UTC)
Just to point out, a lot of the larger foreign clothing stores have only (or mostly) white people in their ads. This is not shocking or surprising that white people were used.
fulllove 2nd-Sep-2012 12:55 am (UTC)
exdream1999 2nd-Sep-2012 12:50 am (UTC)
I bet you if you were to show this ad to a Japanese person, they would not find it weird at all.

Comma ca ism and all their spin-off lines have ALWAYS used white models this not detract from the fact that it's a Japanese brand.

I mean, like at all the Western celebrities who do endorsements in Japan for JAPANESE ONLY brands.

Like, in the end, this is "bears shit in the woods" newsworthy.
fulllove 2nd-Sep-2012 12:56 am (UTC)
I think it's not a big deal. I agree with you.
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