Naked is normal

The new campaign from AussieBum has me intrigued. As well as their regular tagline of “If you doubt yourself, wear something else.” they’ve got a new line to promote their brand. “I never thought being naked was normal, until I saw another man staring at my body.” Without doubt it’s their most homo-erotic campaign ever. At first I thought it was a shift directly towards their gay fanbase but then I looked at it again and now I think it’s more targeted to those they’ve always targeted with the “doubt yourself” tagline. It’s aimed (in my opinion) at the guys that look after themselves and are the envy of others on the beach, and those that aspire to being that.

AussieBum have always been a very sexy brand using very aspirational models. The guys that we all want to look like, be like and sleep with. The use of the word naked interests me considering they are selling garments that basically mean you aren’t naked, but the whole appeal of a lot of the AussieBum range is how close to naked you are when you wear it. Why else would someone buy the ice blue or white swimwear? To show off their goods, that’s why!

3 Responses to “Naked is normal”


  1. 1 Bruce H

    Is it just me, or does anyone else who enjoys nudity find it annoying when media refer to the partly clothed as naked? I recall local media last year sensationally referring to a shirtless man as “naked”; I know there are social expectations as to what to wear where, but from what I recall this bloke was just on the street somewhere, not at a black tie function.
    If it becomes normalised to consider the partly clothed as “naked” what chance have we got of getting people to see nudity as not something extreme that should be banned?

  2. 2 David Asset

    It also could be appealing to those straight men, who are extremely comfortable with themselves and their sexuality, who don’t mind it a bit if a gay man stares at them and admires their naked bodies. Most straight men are not that secure, as exhibited by all those hunky straight gym rats who change underneath towels out of fear that another man might see their dick.

  3. 3 Timmy

    AussieBum has done a great job of branding especially to us Yankees and Texans. (You know there are three types of people? Texans, Aussies and those who wish they were an Aussie or a Texan.)

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