I am sure that we all saw a lot of commentary, feedback, and discussion about Free People’s Movement- Ballet, a fashion line inspired by the art of ballet.

The original marketing campaign featured questionable choices and improper technique. ADWEEK first reported the high level of appall throughout our dance community, and it was downhill from there. Social media exploded with dancers’ opinions of the ad campaign. Dancers discussed this apparel more than any other fashion line, and even if the feedback was negative, I guarantee people were looking at Free People’s products. I did.

Almost immediately after the fiasco began, Free People announced a re-launching of their marketing campaign via their blog. This campaign includes beautiful dancers from Ballet Zaida. Now, the dance community is singing their praises.

Here’s the question: was it an intentional marketing strategy?

free people