Korean fashion label Sculptor, worn by K‑pop idols such as Jennie (BLACKPINK) and Rei (IVE), is facing intense criticism over its recent marketing and photoshoot concepts.
Social media posts and published images show the brand using a “hidden‑camera (molka)” theme in which women appear to be filmed in bathroom settings or performing private acts scenes that echo Korea’s own serious problem with illicit hidden‑camera recordings.
Further imagery from the campaign features provocative, sexualised styling of female models wearing Sculptor clothing critics say the women are treated more like objects than people in the brand’s visuals.
After the controversial visuals went viral, major backlash followed. Netizens declared boycotts:
- “I’m boycotting this brand.”
- “The brand Sculptor, seriously what’s wrong with them?… It just makes me want to boycott them.”
The brand’s owner had previously stated a desire for Sculptor to be “a brand Koreans can be proud of.” But now the public is questioning whether its marketing is consistent with that ambition.
In comment threads, scathing responses include:
- “Brain‑dead marketing.”
- “Are they joking? Is this supposed to be hidden‑camera in the bathroom concept?”
- “I’m genuinely shocked. I won’t buy from them, and I think I’ll start having prejudice toward people who wear it now.”
At a time when many consumers expect brands to demonstrate social responsibility, the uproar over Sculptor’s campaign raises questions about whether edgy marketing can cross into exploitation and what it means for a brand’s reputation when consumers push back loudly.
Sources: Koreaboo
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