The Quebec fashion retailer went viral for all the wrong reasons
Quebec fashion retailer La Maison Simons is facing criticism for videos that highlighted a B.C. woman’s choice to receive medical assistance in dying.
While the campaign does not feature any products or sales messages, it raises questions about whether it is possible for a company to focus on such sensitive issues without being perceived as co-opting them for brand-building purposes. “To present anything related to medical assistance in dying as clean and beautiful, and tying it to consumer culture as if it is a free choice … strikes me as deeply problematic,” said Esther Ignagni, a professor in the School of Disability Studies at Toronto Metropolitan University. “What it covers over is all that we are not talking about with MAID. We are in a health care crisis.
“Collectively, we have experienced loss, and in its wake, it can be difficult to find comfort, optimism, and hope,” he wrote in an October blog post that has since been removed from the company’s website. He added that the campaign was intended to be “less about commerce and more about connection.”
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