Some might think it was cute. We didn’t. A new ad by the Denim Division of Diesel shows four young women wearing jeans, all draped in a habit headpiece praying the rosary; in a grotto behind them is a statue of Mary, also wearing jeans. Alongside the picture was the following: “Pure virginal 100% cotton. Soft and yet miraculously strong.” It ends by saying, “This is our mission.” Moreover, when we tapped into Diesel’s website, we found a picture of a man in jeans praying the rosary.
Diesel, which is based in the Netherlands, has a New York office. We wrote to them explaining our concerns over misusing images of Catholic nuns and of the Virgin Mary. The ad appeared in the March issue of Marie Claire.