Swedish fashion house Björn Borg is showing its support of the LGBT community in Russia by taking out a rainbow underwear ad in the Moscow Times. The ad features a stack of six pairs of skivvies, each one a different color from the rainbow flag, along with the tag line “Björn Borg says da!” (“Björn Borg says yes!”)
The ad is deliberately subtle with its pro-LGBT messaging. According to marketing director Lina Söderqvist, in order to get through Russia’s strict anti-LGBT policies, they had to be coded.
“The advert is a way for us to reach Russian influencers,” Söderqvist said. “Björn Borg as a brand has always advocated equality on all levels.”
In an interview with GLAAD, Yelena Goltsman, founder and co-president of the Russian-speaking LGBT association RUSA LGBT, thanked the fashion house for its support, saying: “Thank you, Björn! Pro-LGBT actions and statements inside Russia are key in reaching Russian influencers with pro-LGBT messages and supporting the LGBT community of Russia. Björn Borg has found a clever way to do that through marketing. German Olympic team is sporting rainbow-themed Olympic uniforms. We welcome multiple methods of support and we invite all LGBT advocates to find ways, both inside and outside the country to stand in solidarity with LGBT Russians.”
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Queerty appreciates Björn Borg’s efforts, as well. Almost as much as we appreciate their underwear models. Scroll down to see some of our favorites.
Photos: Bjorn Borg
DarkZephyr
I love men of all types. Smooth, hairy, younger, older, muscular, slim, bears, husky guys, Black, White, Asian, Latin, etc. So to me, every one of the boys above is FINE. So are the hairier guys that queerty has been posting lately. I hope no one makes some snarky comment about manscaped twinks with no body hair, but I am sure my hope is in vain.
MikeE
@DarkZephyr: translation: “I think these guys are hot and no one else is allowed to disagree with me or express a diverging opinion”.
nice going, cut them off at the pass before they even say word one.
DarkZephyr
@MikeE: Don’t hand me that. I am not talking about “disagreeing” and you know it. I am talking about guys who literally b*tch and moan when a guy that ISN’T there type is posted. Its one thing to “disagree”, its an entirely different thing all together to lash out angrily about it and you know it.
DarkZephyr
@MikeE: And that would be “their” rather than “there”.
Jake357
OMG WHO FU*KING CARES? To the corners! Both of you!
MikeE
@DarkZephyr: I don’t find any of these guys attractive. Is that “lashing out angrily”? (which isn’t entirely true, I find the 3rd one down sort of cute)
I simply don’t find most fashion models attractive. To me – this is MY opinion – they are simply too generic, sexless, characterless, airbrushed, plastic and artificial. This particular set of guys especially.
I DON’T find “manscaped twinks” appealing. Is that snarky? They posted pics, they obviously want comments. If they only want positive comments, then maybe they should just put that in the article?
Queerty DOES post a preponderance of pics of this type of guy. So a lot of us don’t find that particularly appealing. But according to you we should just shut up about it?
OK then. But let’s remember that when there’s an article you don’t find appealing, or a pic you don’t care for. We’ll be sure to rub it in YOUR face.
Polaro
God, yet again, another uplifting thread on Queerty. Seriously, if you have nothing good to say, yet again, we’ve heard it from you before. Don’t like hot men, seriously? Don’t like youth, seriously? Got nothing better to do than slag a guy for liking what he likes? Get a life.
DarkZephyr
@MikeE: I don’t care if you find any of then attractive or not. Mentioning that fact is not lashing out angrily at all, neither is describing why you don’t like them if its done respectfully. But crying and b*tching that they were ever posted in the first place IS, however and you KNOW IT. What does that help? What does that serve? All it does is depress people.
And guess what pal, I am allowed to express hope that people don’t snark out. Why is that such a fundamental need for you do? My initial post was about hope for friendly attitudes and you are treating me like I crucified your kitten. You are treating me like a criminal for hoping that snark doesn’t take place in the comments under this article. Apparently that makes me a real shady b*stard. Well, you fulfilled your uncontrollable need to post snippy snark after all, I hope you are satisfied.
DarkZephyr
@MikeE: “OK then. But let’s remember that when there’s an article you don’t find appealing, or a pic you don’t care for. We’ll be sure to rub it in YOUR face.”
I usually don’t take the time to post snarky rants when that happens. I tend to just ignore them.
boring
“The ad is deliberately subtle with its pro-LGBT messaging.”
Just like the gay community at large, I don’t think you understand the meaning of the word “subtle,” Queerty.
Zodinsbrother
Tattoos are fugly
balehead
it’s not a crime to be a man-scaped twink….stop the subtle jealous PC speech…