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A Lot Of People Are Upset About These New Lingerie Ads Featuring Women In Tech Posing In Their Underwear

Is this empowering or does it undermine their whole message?

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A lot of Twitter users aren't pleased, with many arguing that the ads are actually the exact wrong way to reach out to women in the tech industry.

Female tech CEOs doing an underwear photo shoot for the Ada Collection (after Ada Lovelace). *weeps at every word in that sentence*

Sam Missingham@samatlounge

Female tech CEOs doing an underwear photo shoot for the Ada Collection (after Ada Lovelace). *weeps at every word in that sentence*

10:15 AM - 25 Aug 14ReplyRetweetFavorite

No, really, this is the OPPOSITE of how we should fight sexism: Controversial Underwear Ad Features Female Tech Execs http://t.co/ZwfAdlipQY

Jessy Irwin@jessysaurusrex

No, really, this is the OPPOSITE of how we should fight sexism: Controversial Underwear Ad Features Female Tech Execs http://t.co/ZwfAdlipQY

11:43 AM - 27 Aug 14ReplyRetweetFavorite

ugh. gross. RT @Racked Female tech CEOs strip to their underwear for @dearkates http://t.co/TcGD5ky9Fz

Chavie Lieber@ChavieLieber

ugh. gross. RT @Racked Female tech CEOs strip to their underwear for @dearkates http://t.co/TcGD5ky9Fz

2:36 PM - 26 Aug 14ReplyRetweetFavorite

Here’s a sure fire way to help ensure gender equality in tech is taken seriously.. oh.. http://t.co/SpC7r9qkXy

James Young@welcomebrand

Here’s a sure fire way to help ensure gender equality in tech is taken seriously.. oh.. http://t.co/SpC7r9qkXy

7:11 AM - 27 Aug 14ReplyRetweetFavorite

Silicon Valley: because you can't be an empowered woman in tech unless you take off your clothes. Right. http://t.co/rZALR2SEqA

Anna Cyganowska@amcyg

Silicon Valley: because you can't be an empowered woman in tech unless you take off your clothes. Right. http://t.co/rZALR2SEqA

7:52 PM - 24 Aug 14ReplyRetweetFavorite

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"We've gotten a wide variety of responses to the campaign, many being positive," Sygiel said. "Telling us they appreciate seeing women actually doing things for themselves rather than simply looking sexy to attract male attention."

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Many are arguing that the ads aren't exploitative, but empowering and emphasize femininity in a positive way.

Absolutely love @dearkates latest campaign. If anything, it emphasizes the femininity of strong women, without negating that strength

Editi Effiòng@EditiEffiong

Absolutely love @dearkates latest campaign. If anything, it emphasizes the femininity of strong women, without negating that strength

12:29 PM - 27 Aug 14ReplyRetweetFavorite

Hey @dearkates, we LOVE your new campaign. We're all about bold, badass, and beautiful women, and we're glad you are too! #keepitup :)

The Miss Information@bemissinformed

Hey @dearkates, we LOVE your new campaign. We're all about bold, badass, and beautiful women, and we're glad you are too! #keepitup :)

10:44 AM - 27 Aug 14ReplyRetweetFavorite

Dude. @dearkates got me wanting to take a photo of myself in my underwear. #notcontroversial

brittanny taylor@brittanny

Dude. @dearkates got me wanting to take a photo of myself in my underwear. #notcontroversial

11:08 PM - 26 Aug 14ReplyRetweetFavorite

Loving @dearkates #notcontroversial campaign. Click on the hashtag and spread the message!

I Dress For Me@idressforme

Loving @dearkates #notcontroversial campaign. Click on the hashtag and spread the message!

4:33 PM - 26 Aug 14ReplyRetweetFavorite

But still, many aren't convinced. Elissa Shevinksy, CEO of Glimpse Labs, told Time that the whole thing undermined the message that women in tech want to be taken seriously.

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