Latest Converse campaign features controversial imagery compared to hateful symbolism. The sneaker brand has responded
Converse is facing backlash for its poor choice of photography in a controversial image used in its global Chuck 70 X campaign.
The picture in question shows K-pop star Karina wearing Chucks, with lighting shaped like its logo — the instantly recognisable Converse star. However, the company chose one particular still from a host of visuals, leading to a final choice for the lead image.
The Controversy
However, the framing and poor choice of set design, which includes a pair of shoes presumably intended to represent an audience, combine to resemble Ku Klux Klan and lynching imagery.
At first glance, it appears as though someone is hanging, until you zoom in to see a pair of shoes being held by the centred model.
Public reaction has been swift and furious at Converse’s lack of departmental filtering by its Boston, Massachusetts global headquarters, with the image having presumably been reviewed by many people before a final decision.
Another image doubles down on the choice of visuals, with models in another campaign image hanging shoes from a tree branch.
The combination of imagery compared to KKK symbolism, plus a follow-up marketing photograph, showcases a strange system of approval.
One user responded: “I didn’t see the hood, but ngl, I audibly said ‘OMG’ because those shoes definitely look like someone hanging…” with another saying: “I can see it when it’s pointed out. I’m unsure I would have come to this conclusion without Reddit tbh.”
Others were forthright about the issue and said: “It is a very very very VERY bad look…” while professional photographer Stephanie Schwartz wrote: “Shadow, light, and composition. Every photographer can tell you, whoever did this ad knew EXACTLY what they were doing.”
Converse Statement
Converse has responded to the controversy in a statement:
“We’re sorry. We understand why this image is deeply upsetting and recognize that we got this wrong. We removed it from our channels and are working to remove it everywhere it appeared. This should not have happened, and we will do better.”
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