Talk about awkward family photos! Mother models lingerie with her 19-year-old …

By
Leon Watson

Last updated at 10:12 PM on 12th November 2011

Just how far will the fashion industry go to court publicity?

This latest campaign for revealing underwear by The Lake And Stars could be the furthest yet.

Featuring a mother and her 19-year-old daughter wearing lingerie and embracing provocatively, it begs the question, is this sexy, disturbing or awkward?

Mother and daughter: Pose provocatively. But is it sexy?

The pair were observed by the underwear company’s co-owner who found their relationship ‘interesting’

Controversial? The mother and daughter embrace

And especially as, the company claims, they are not professional models, just an ordinary people who live next door to the company’s co-owner in Brooklyn, New York.

Maayan Zilberman, who runs the New York-based lingerie and swimwear label with Nikki Dekker, explained how it came about.

She told the Huffington Post: ‘A lot of the themes that we’re dealing
with are about psychology between women as they’re growing up and
dealing with family politics or women in the workplace.’

She added: ‘There’s no shock value here. We’re not trying to make people feel uncomfortable in order to provoke dialogue.

‘We’re just trying to confront some of these issues that I think people aren’t really talking about so much.’

Ms
Zilberman said the goal of the campaign is to spark discussion about
how younger generations of women relate to older generations of women,
and vice versa.

She wants the customer to see these photographs and wonder ‘who’s the sexy one?’

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