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Burberry's LGBT ad campaign featuring woman with mastectomy scars from suspected cosmetic surgery called out for normalizing self-mutilation
Photo by Gary Hershorn/Getty Images

Burberry's LGBT ad campaign featuring woman with mastectomy scars from suspected cosmetic surgery called out for normalizing self-mutilation

The British luxury brand Burberry no longer just sells fashion ephemera and apparel. Critics claim it now stands to normalize self-mutilation.

Burberry ran an ad on social media captioned "B:Mine" depicting a tattooed woman with surgical scars where her breasts once were in the embrace of another woman with a shaved head.

While women with breast cancer must frequently undergo traumatizing mastectomies in order to save their lives, women afflicted with body dysphoria are now, more and more, electing to have their breasts removed in order to pass as men.

Critics presume that the woman depicted in the ad, wearing a Burberry ring, belongs to the latter camp.

The image of the scarred woman is apparently part of a broader Burberry ad campaign depicting LGBT couples expressing affection.

Judging from the comments on Instagram, the ad was not well received.

One comment with 2,330 likes said, "Time to unfollow."

Another, with 1,258 likes, said, "Hate this."

One commentator wrote, "Damn. Now I can't buy Burberry either. Stop pushing your ideology and just sell clothes."

Nicole Saphier, a radiologist and director of breast imaging at Memorial Sloan Kettering Monmouth Cancer Center, wrote, "Come on @Burberry, let’s not normalize mastectomies as though there aren’t millions of women (and men) living with the trauma of needing one to save their lives from cancer."

Concerned Women for America tweeted, "Burberry’s new ad campaign has nothing to do with selling clothes but selling an ideology to young women that they were born in the wrong body and the only way to feel better is to become a boy. Stop glorifying and normalizing self-mutilation."

A recent study in JAMA Pediatrics indicated that there has been a 389% increase in gender-mutilating operations.

TheBlaze previously reported on the study, which showed in 2016, approximately 100 adolescents had their chests mutilated. Only a few years later, there had been 489 of these mutilating surgeries performed in a single year, representing an increase of nearly 400%.

There were an estimated 1,130 so-called chest reconstructive surgeries performed on children from 2016 to 2019. That number continues to grow, as does the number of youths diagnosed with gender dysphoria.

Reuters reported that there were 15,172 patients in the U.S. diagnosed with gender dysphoria in 2017. That number spiked to 42,167 in 2021. Hundreds of these kids are reportedly having their breasts cleaved from their bodies.

While allegedly normalizing surgical efforts to cosmetically make women look more like men, Burberry has previously stated that it endeavors to be "the best place to work for all women in the luxury industry."

This not the company's only foray into LGBT activism. It has previously funneled money into transsexual activist groups like the ILGA and the Trevor Project.

Another global fashion brand appeared to normalize deviancy in November, running an advertising campaign that featured young children with teddy bear handbags wearing bondage outfits.

TheBlaze previously reported that the company was excoriated over its apparent efforts to sexualize children.

The company said in a subsequent apology, "We sincerely apologize for any offense our holiday campaign may have caused. Our plush bear bag should have been featured with children in this campaign."

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