Adolf: Pretty in Pink?

Looks like Mount Etna’s not the only one sending up hot flares in Sicily. Sicilian boutique New Form has begun to use quite a controversial advertisement for itself — Hitler dressed in the color of a brand new bottle of Pepto Bismol, and literally has a heart on his sleeve (well, the armband). {HuffPost}

Though that may sound odd, the slogan reads, “Cambia Style (Change Style): Don’t Follow Your Leader.” (“Ooooooohhhh!”) It has everyone up in arms, from everyday bloggers to the European politicians, who all find it offensive.

Let’s be honest, it was a bold move on New Form’s part. But instead of reacting without thinking, let’s play devil’s advocate for the campaign:

1) It’s clearly saying don’t follow your leader (aka Hitler) — not exactly signs of some sort of neo-Nazi boutique.  According to the HuffPost article, New Form used this ad to “ridicule Hitler and encourage youth to create their own style.” Maybe going against Hitler versus going against current fashion trends is a little much for an analogy, but that in part causes…
2) Controversy. And press coverage. Causing all this controversy has only brought worldwide attention to them — a tiny fashion boutique on an island off of Italy! The saying goes that any publicity is good publicity.

Fashion has always been about bold statements, and the message behind the campaign – while delivered with a healthy dose of shock value, is really just a push for individuality. Particularly with a generation who may not have the same historical context, should maniacal dictators of years past be off limits?

Beyond not being offended, younger buyers may see irony or humor in the ads, and perhaps even consider the featured figures to be a bit of a joke – especially if they’re made to look a bit silly.  Considering the goal of post was blind fear, loyalty and admiration, laughingstock is probably a label that does as much to knock holes in their ambitions than anything else. There’s nothing funny about the heinous actions of the Nazis, and we aren’t predicting Stalin, Mussolini or Pol Pot to be the faces of any major labels any time soon. But advertising that takes shots at their brutal and deadly regimes is probably not the worst way to look back on them.