At a glance, Soo Kyung Bae’s new jewellery line ‘TGap’ could be the most offensive thing on the internet but thankfully the Singaporean designer’s bejewelled collection has a far more serious message behind it.
This week, TGap’s eye-catching advertising campaign made headlines when it showcased an assortment of dainty accessories that were designed to dangle between one’s thigh-gap – the space between the legs of the super-slim – in a bid to accentuate the area but thankfully, the collection is not really a thing.
The fictional festoons are part of a well-orchestrated publicity stunt that actually sees potential buyers re-routed to a website that aims to educate them about the dangers of trends like the thigh-gap, and encourage them to celebrate what’s in their heads, rather than the distance between their legs.
TGap customers can get all the way to the fake e-checkout with 18K gold-plated sterling silver pieces and priced from $175 to $195 – before the ruse is revealed.
“TGap Jewellery is a fictional company that sells jewelleries designed for thigh gaps,” the website’s message reads to nascent consumers. “It is launched to catalyse a debate on unrealistic body image social media portrays.”
The designer told Dezeen that the TGap line was “created in the hopes of sparking questions.”
“Thigh gap represents one of the first few trends regarding body ideals the media has popularised,” said Soo Kyung Bae. “It clearly demonstrates media’s power on influencing one’s perception of body image.”
“By using outrageous products, I hope to bring a provocative jolt that leads us to ponder and reflect upon what we are like as a society and the absurd things we value and obsess over – as well as how this creates unnecessary pressure for women and girls.”
Highlighting HEALTH over “thinspiration”, now there are some real body “goals”, right?
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