Wisconsin-based retailer Lands’ End caters to a conservative crowd. Its handsome catalog is filled with updated Norman Rockwell scenes of American well-being and contentment–being enjoyed in cardigans and long shorts. And the long shorts crowd wasn’t ready to meet the topless model set when it came in the mail. Which is what happened when Lands’ End did a deal with Conde Nast, which sent a “gift” GQ magazine to Lands’ End’s catalog list. The cover of the gift GQ issue featured an well-oiled topless Emily Ratajowski wearing little more than a lei. Inside the mag, other models wore less.
A heated discussion ensued on Lands’ End Facebook page, with people accusing the brand of peddling “totally inappropriate” content, especially since the Lands’ End brand is popular with teens. Some customers were supportive, but comments talked about Lands’ End’s “war on women thru your soft porn.” And: “Just threw away my Lands’ End magazine … don’t send me GQ ever again. I don’t choose to subscribe to those types of magazines.” Probably even more damning is the way it made people look more closely at the Lands’ End catalog itself: “There is no woman over 45, much less over 60, in your fall catalogue. Additionally no woman over 150 lbs which the average American woman is. Your styles are no longer created for real women. I am a real woman who has decided since you think I am invisible I will be,” wrote one customer–or former customer.
