Moral Low Ground

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True & Co. MILF Campaign Has Many a Panty in a Bunch

Calling all MILFs...

Calling all MILFs…

Are you a MILF? That’s the question one San Francisco-based lingerie retailer is asking women as Mother’s Day approaches.

Everyone under a certain age knows what a MILF is. The infamous acronym popularized by the 1999 comedy “American Pie” can stand for only one thing– “Mom I’d Like to… um, Fornicate,” right?

Ah, but not to the marketing geniuses at True & Co. They’ve redefined MILF to mean “Mom I’d Love to Fit,” hoping that would encourage all the moms out there to get fitted in their underwear in time for Mother’s Day.

To that end, True & Co. has gone on a MILF-hunting expedition. The company is asking people to send in photos of their moms, with winners receiving bra makeovers and $100 gift cards. Paying customers will also receive free ‘MILF’ temporary tattoos with every order.

It seems like the plan may have backfired, judging by reactions on the company’s Facebook page.

“HUGE advertising FAIL,” wrote Lisa Liddick. “Sorry, but the original meaning of those letters will never change so you might want to think twice on this one.”

“A MILF contest? Horrible, horrible idea,” added another Facebook user. “The term itself is sexist and demeaning, the idea of a woman referring to herself that way is both sad and offensive.”

Despite the backlash, True & Co. is standing by its controversial campaign.

“We meant the pun and we meant it in good fun,” the company wrote. “We think there’s nothing objectifying about a woman owning her sexuality. We’d be proud to be considered a MILF (Mom I’d Love to Fit).”

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