Are female empowerment initiatives in danger of becoming a tad pat and lazy? I ask, because of the mammoth backlash against the lingerie company Bluebella’s new advertising campaign, featuring three players from the rugby sevens Team GB Olympic squad, Jasmine Joyce, Celia Quansah and Ellie Boatman.
As part of the brand’s #StrongIsBeautiful campaign, encouraging girls to feel confident about taking up sport, the women are depicted playing while clad in uber-sexy underwear, teamed with rugby socks and boots.
