Money

True & Co. Lingerie Company Angers Moms With 'MILF' Campaign

| by Michael Allen

The True & Co. lingerie company is in hot water for its controversial new ad campaign to promote its online bra-fitting service.

The campaign is called "Are You A MILF?"

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For the uninitiated, the term MILF is an acronym for "Mom I'd Like to F*ck." However, True & Co. is calling their version "Mom I'd Like to Fit."

The edgy Mother’s Day promotion is supposed to "celebrate the moms in our lives," according to True & Co., but many mothers find the campaign offensive reports the Daily Mail.

To make matters worse, True & Co. is inviting people to submit photos of their moms for their online MILF Gallery, which is part of a Mother’s Day contest for a bra make-over.

It might surprise many to learn that the company's founders are two women, Michelle Lam and Aarthi Ramamurthy, who wanted to help other women with bra shopping.

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They created a custom-made algorithm and an online questionnaire to determine a woman's bra size, reports HuffingtonPost.com.

The term MILF was made popular, or infamous, by the 1999 film "American Pie."

Source: Daily Mail, HuffingtonPost.com, Trueandco.com