Are Vera Bradley's new ads a sexist fail?

(Instagram/verabradley)
(Instagram/verabradley)

American luggage and handbag company Vera Bradley just released a new ad campaign using the hashtag #itsgoodtobeagirl. Inviting their followers to submit reasons why they’re glad to be female, these quotes are then being used on billboards and across social.

Great idea in concept, but some of the responses have left many… well, a little disappointed.

Unsurprisingly, it didn’t take long for the Twitterverse to come forward condemning the campaign as anti-feminist and degrading, considering the bulk of the quotes focus on trivial things like makeup, being a “lady” and indulging in sweets — not exactly the empowering girl images we’ve seen in similar campaigns by companies like Aerie, Dove and Always.

According to Buzzfeed, the company has seen a decline in sales over the last three years and this campaign was meant to be part of a reboot, targeting a younger, more millennial demographic.

Somehow we think they may have missed the mark.

What do you think of Vera Bradley’s new campaign? Let us know your thoughts by tweeting to @YahooStyleCA.