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Chloe Grace Moretz And Producers Apologize For Body-Shaming 'Red Shoes' Ad
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A new animated parody of Snow White called Red Shoes & the 7 Dwarfs is hitting the big screen later this year, but it's already facing backlash for its bodyshaming message, recently highlighted in a marketing campaign that was cancelled on Wednesday.
The campaign—which shows two versions of Snow White alongside the message “What if Snow White was no longer beautiful..?”—was first spotted on a billboard in Cannes, which a few critics tweeted about:
Speaking about misogynistic and body shaming publicity in Cannes... Being less thin and tall ≠ being less beautiful! #cannes2017 pic.twitter.com/r4f8fIQjBU
— HUGO (@HugoEmmerzael) May 16, 2017
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It was later brought to the attention of one of the film's stars, Chloë Grace Moretz, who tweeted on Wednesday that she was "appalled" and did not approve the ad:
I have now fully reviewed the mkting for Red Shoes, I am just as appalled and angry as everyone else, this wasn't approved by me or my team
— Chloë Grace Moretz (@ChloeGMoretz) May 31, 2017
Pls know I have let the producers of the film know. I lent my voice to a beautiful script that I hope you will all see in its entirety https://t.co/IOIXYZTc3g
— Chloë Grace Moretz (@ChloeGMoretz) May 31, 2017
The actual story is powerful for young women and resonated with me. I am sorry for the offense that was beyond my creative control https://t.co/HZP2ydPCAX
— Chloë Grace Moretz (@ChloeGMoretz) May 31, 2017
The campaign has now been canceled, but the movie's message, and its punchlines, seem to be rooted in the fact that Snow White is "no longer beautiful" because without her "magic red shoes" on she weighs more. One of the film's trailers shows a tall, thin Snow White getting undressed, but once her shoes come off, her body transforms, much to the horror and surprise of the snooping princes hiding under her bed.
Mortez claims, however, that the movie's got a "beautiful script that I hope you will all see in its entirety,” adding that "the actual story is powerful for young women and resonated with me." Producer Sujin Hwang, who has also issued an apology, added that it "carries a message designed to challenge social prejudices related to standards of physical beauty in society by emphasizing the importance of inner beauty."
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