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Buddhists Decry Use of Bodhisattva Images on SwimwearSome Protesters Compare to Abercrombie & Fitch T-shirt Debacle
The current popularity of everything Asian can be seen throughout the fashion industry, from kimono influenced dresses to Chinese collar shirts. But when swimwear companies splatter strategically placed Buddhist images all over their itty-bitty bikinis and tankinis, has fashion gone too far? Yes, say Buddhists across the United States and internationally. And thanks to the Internet, Buddhists have launched a massive coordinated campaign against swimwear company OndadeMar and lingerie magnate Victoria’s Secret, asking for the immediate removal of the questionable items, a recall of sold items, and a formal public apology. “OndadeMar and Victoria’s Secret lack common sense and respect for religious differences,” said Kieu Dam Trang, a Buddhist who is helping to coordinate efforts against the two companies in the United States. “Their advertisements to sell such items are very inconsiderate, is lacking common sense and is very disrespectful.” “The Buddhist image represents something very meaningful for many Buddhists. We don’t like these images to be used in a design,” said Rev. Kodo Umezu of the Buddhist Churches of America. “It’s too commercialized.” OndadeMar, a swimwear company based in South America, is the manufacturer of both the bikini and tankini that features Bodhisattva images placed in prominent positions on both the tops and bottoms of the swimsuits. Victoria’s Secret, a national company, had been selling OndadeMar’s Buddha tankini on its Web site and through its 2004 swimwear catalogue. Shortly after receiving numerous complaints, including petition letters threatening a boycott of their stores, both companies removed the Buddha swimsuits from their Web sites and catalogues. Although OndadeMar and Victoria’s Secret have agreed to no longer sell the items, they have not called for a recall of the items nor released a formal letter of apology. The actions taken by the companies thus far are not good enough, said Trang. “What we seek is no more than righteous and considerate doings. It is up to them to mend what had been broken,” she said. “Whatever the reason is behind depicting images of Buddha in this way, I would like to know it. These two companies owe us the truth.”
Buddhists nationally and internationally plan to continue their efforts against both companies, including a boycott of the two stores and their affiliates. Victoria’s Secret is owned by Limited Brands which also includes Limited, Express, Henry Bendel, and Bath & Body Works. OndadeMar swimwear is sold at Bergdorf Goodman, Saks Fifth Avenue, Henry Bendel, Barney’s, Neiman Marcus, and Bloomingdales. The groups are also encouraging Buddhists to contact their representatives and senators to inform them of their displeasure with OndadeMar and Victoria’s Secret. “We need to let [OndadeMar and Victoria’s Secret] be more sensitive to how we feel,” said Rev. Umezu, who sees similarities between the current situation and the complaint launched against Macy’s recently after the department store carried boxer briefs with the image of Buddha and the words, “Rub me for luck.” The Buddhist Churches of America plans to write letters of concern to both companies, he said, letters similar to those sent to Macy’s. Both Trang and Rev. Umezu believe that such a use of religious imagery would never have been used if it were Christianity or Islam. “I do not believe that this would occur with any other religious images. They would never have put images of Jesus nor Allah on the same spot of swimwear,” said Trang. Victoria’s Secret did not respond to a request for an interview but Anthony Hebron, vice president of external communications for Limited Brands, Inc., sent Pacific Citizen a standard letter the company has been sending to individuals concerned about the Buddha swimwear. “Limited Brands, Inc. and Victoria’s Secret sincerely apologize and regret that the company has inadvertently offended any person, or group of persons with the sale of the Floral Tankini. There was absolutely no intention of showing any disrespect to Lord Buddha or Buddhism,” the letter states. But in a separate letter from Iris I., a Victoria’s Secret client services representative, the company denies that the images on the suit are those of Buddha. “Based on the information provided to us by our merchandise department, we do not believe that the personage depicted on the tankini is Buddha.” In both letters, Victoria’s Secret notes that they did not manufacture the swimsuits, shifting the blame to OndadeMar. Trang does not consider the above statement to be an official apology and will continue to press Victoria’s Secret. “They do not sound apologetic but want to pass the responsibilities onto OndadeMar,” she said. “They denied that the picture in the swimsuit is Buddha. Not only that, they said ‘We are not responsible for it.’” OndadeMar did not respond to inquiries from P.C. But in an e-mail response to Trang’s complaint, OndadeMar President Pily Queipo explained, “It is never our intent to offend a customer by the nature or content of our merchandise. We regret very much if we have offended anyone with our design and would like to apologize for this. We thought of it as something beautiful, never disrespectful.” Ken Inouye, JACL vice president of public affairs, believes Buddhists should continue their protest of these two companies for portraying Buddha in an offensive manner. “The stores must issue a formal apology, and recall the products, in order to acknowledge the fact that they sold a product that was offensive and culturally insensitive,” he said. “In addition, the stores should state that they are going to adopt a corporate policy which would preclude them from selling such products in the future.”
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