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
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.
kamelover101 2nd-Sep-2012 01:58 am (UTC)
Dante Carver does not approve
applegyaru 2nd-Sep-2012 03:28 am (UTC)
mixaka 2nd-Sep-2012 03:43 am (UTC)
What if all the white people in the ad are of Japanese nationality?
thingofshadows 2nd-Sep-2012 08:45 am (UTC)
But why exclusively white models? If they're going for anyone with Japanese nationality, why not people of, say, Asian or African descent with Japanese nationality?
hisjulliet 2nd-Sep-2012 05:16 am (UTC)
december_clouds 4th-Sep-2012 03:45 pm (UTC)
That gif is perfect.
asweetsymphony 2nd-Sep-2012 07:22 am (UTC)
The people in the ad represents Japan's perfect ideal of gaijins. White, attractive, caucasian, fair and light skinned. No blacks or even south east asians in sight.

Weeaboos don't even front, we all know its true.
asweetsymphony 2nd-Sep-2012 07:35 am (UTC)
And since it's a fashion post, may I say that those clothes look drabby, pasty and weak like a Marc Jacobs and Calvin Klein baby.

The shirt and pants ensemble are not so bad but the dresses are awful. Fifties dresses are supposed to be tailored well and they're all so gorgeous with the lines. Really weak attempt for a fifties retro modern feel. Feels more like the hunger games dress tbh.
december_clouds 4th-Sep-2012 03:46 pm (UTC)
They all look like they are wearing the exact same thing in different sizes. I guess that's how the ad is supposed to be?
gacchiri 2nd-Sep-2012 10:37 am (UTC)
looks like it was meant to be ironic. i dun see the big deal tbh
go_chan2011 4th-Sep-2012 01:18 am (UTC)
"uses white people"

Not an expert here, but, Isn't that racism? O_o
glimmeringneon 14th-Sep-2012 05:09 am (UTC)
LOL racism doesn't exist against white people. Since when were white people oppressed by other races?

Boohoo, I feel bad for White people being discriminated by Asians.

/Rolling my eyes. Yeah sure the same group of people (White) that brought imperialism to Asia, colonizing and oppressing the peoples of China, India, Indonesia, Vietnam, the Philippines, Malaysia, etc. Even Japanese people experienced it. Most of the Asians living within the USA and Canada, especially those of Japanese ethnicity, were sent to concentration camps during WWII. And immigration to the USA and Canada was largely restricted to White people, primarily Europeans up until very recently (maybe 50 years?)

History classes in the West tend to gloss over this part of history. The USA is not innocent of this either, Filipinos were grudgingly labelled and called "island pygmies (monkeys, as in ugly, short and dumb)" during the start of the colonization of the Philippines.

Edited at 2012-09-14 05:16 am (UTC)
naru_hime 12th-Sep-2012 12:17 pm (UTC)
There are so many great gifs on this page X'D
tsuyuki_chan 14th-Sep-2012 07:01 pm (UTC)
The comments are much more interesting than the article itself
shavashava 15th-Sep-2012 12:47 pm (UTC)
Japan always uses white models though, when they aren't using Japanese models.
Even when they use half Japanese models, they're always exclusively half white. smh
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